Final Customer Purchasing from the Product Producer

Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.

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

B. Needs to avoid sources of anxiety

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

Company capability: Company capability that crosses all products
Convenience Leader: The company can be counted on to be the industry leader in Convenience innovations – Segment interested in company with leading:

Awareness – Segment recognizes company or product

No.	SIC	Year	Note
1	3571	2004	Mainframe computers, replaced by the midrange servers of Sun Microsystems and Compaq, are once again gaining popularity after being dismissed as boring and overpriced in the 1990's. IBM set out to address common complaints. IBM's systems were opened up, allowing the use of other products, running Linux, and supporting Java and advanced encryption.
2	3674	2001	Compaq has announced its plans to cut its production of high-speed computer chips in favor of Intel's microprocessors. This decision reflects Compaq's shift from hardware to services/software.

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