Final Customer Purchasing from the Producer of the Product

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust

Company capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:

Company will respond promptly

No.	SIC	Year	Note
1	0	2003	A corporate brand provides a message for the customer relationship which is different from that of a product brand. This can be valuable for large, established brands that are perceived as reliable, high quality, and respected but are also perceived as boring and dated. A solution is to employ the organization brand to represent the heritage and allow the product brand to inject energy. If the product brand involves a strong sub-brand, the sub-brand can be the energy generator.
2	0	2003	Firms such as Nordstrom's and Southwest Airlines have created loyalty based on a visible, enthusiastic effort to please customers. Customer concern is another value that nearly all firms have aspired to have. To gain that desired reputation, some visible, over-the-top programs are often needed.
3	3576	2000	Cisco doesn't always provide the best technology, but it rarely lets a customers down. Cisco uses acquisitions to fill gaps in its technology and relies on its huge base of router customers to improve market share in LAN switches and other products.
4	4131	1998	Greyhound shut down the failed reservation system, increased the staff answering customer phone inquiries and bulked up on terminal service-personnel.
5	4800	2001	Offering a privacy service should help EarthLink get new subscribers and retain users. "The principal thing is that people will look at the privacy service as another reason to stay with them."
6	4813	1993	AT&T's new commercials emphasize its close emotional link to customers. New ads introduce the True Rewards plan which allows customers to earn points toward frequent-flier miles or to earn cash.
7	7372	2000	TenFold Corp. makes software that drives applications such as billing, revenue management, and claims processing for clients' computer networks. The applications work over the internet. The company gives its customers a money back guarantee on fixed price software.
8	7999	1989	Ticketmaster claims much of its success over Ticketron is due to its focus on the West Coast, where so many entertainment promoters are based.

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