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
Convenience Leader: The company can be counted on to be the industry leader in convenience innovations- Segment interested in company with leading:
Differentiation- segment understands relative benefits of product
| No. | SIC | Year | Note |
| 1 | 2800 | 1996 | Sigma's strengths are high-quality products and superior customer service. Dependable quality is vital in research products, and Sigma usually fills orders the next day. |
| 2 | 3711 | 1998 | Volvo is also able to gain popularity amongst drivers through its commitment to the safety of the vehicles it produces. Extensive safety tests are performed in order to ensure the safety of the vehicles. |
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