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 interest in company with leading:

Service to find, choose and pay for product

No.	SIC	Year	Note
1	0	2002	New programs reflect the latest view companies have on the U.S. economy. They are spending more time and effort focusing on the needs of their best customers so as to develop better relationships. Customers are chosen if they are part of the company's elite programs. Sony Electronics is launching a new program called Cierge that provides free personal shoppers, early access to new gadgets, and help with home installations. British Airways is also launching a new program called "At Your Service," it tracks down hard to get destination tickets and even does errands around town for the customers. An upscale gym in New York called Clay will help members do everything from book Broadway tickets to sending Mother's Day Bouquets.
2	3576	1995	3Com already sells the widest range of products for global networking.
3	5812	2004	Since 2000, Starbucks has been slowly installing special espresso machines in all of its 9,000 world-wide restaurants. With the push of a button, these machines grind coffee beans for espresso and then brew the beverage, allowing baristas to focus on steaming milk for latte drinks that are heavily in demand. The machines produce a more consistent amount and flavor of espresso, and have cut 24 seconds off the average time it takes to "pull an espresso shot." The sharper focus on speed doesn't seem to have hurt the chain's order-accuracy rate, which has remained consistent at about 99.4%.
4	7311	2002	While other advertising agencies are cutting back, Omnicom has acquired more than 150 companies including famous old firms. The company also seeks talent agencies to secure a first look at entertainment properties and celebrities for its clients.

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