Final Customer Purchasing from the Product Producer

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

3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns

Savings of potential product vs. current solution
Savings on customer building block costs
Purchase costs- Segment saves purchase costs:

Outside the cost system of the product

No.	SIC	Year	Note
1	2891	2004	Nordson's equipment is prevalent in production centers because it helps clients save money. Adhesives, sealants, and coatings for packaging and manufacturing are expensive. The chemicals that go through Nordson's equipment over its life cycle cost 100 times more than the equipment itself, so it makes sense to buy equipment that will save some money. It also helps Nordson that competition is scattered across the diverse markets it serves. Topping the list are Illinois tool Works, Graco, Cookson, and Wagner Group. Nordson's real competitors are different processes, such as tape or sonic welding.
2	3571	2000	The PC market is expected to plateau in sales as more and more consumers turn away from them and towards today's variety of handheld computers. Gateway is addressing the new change by concentrating on "beyond the box" revenues: software, training classes, financing, Internet services, anything that can be packaged with a PC to boost sales.
3	3679	1988	Sony sells a kit of 5 filters to accompany video cameras, so you can soften picture edges, surround subjects in a multicolored halo, or highlight bright objects.
4	3950	1986	Cabot's new type of carbon black will boost fuel efficiency by improving the ease with which tires roll–a feature wanted by auto manufacturers.
5	4899	2003	Videoconferencing helps Grace economize while keeping tabs on its diverse global business. As an alternative to global business travel, it saves $1.5 million a year in airfare for the chemical and specialty materials supplier W.R. Grace & Co.
6	7011	2004	There are some important differences between the different hotels' customer loyalty programs. Hilton lets you earn both points in the Hhonors program and frequent-flier miles on an airline of your choice based on the same hotel stay. Other companies, such as Starwood Hotels & Resorts Worldwide have no blackout days, so if a room is available its yours for points.
7	7011	2004	Many hotel chains are allowing guests to earn points through spending at certain restaurants and car rental chains and to exchange points for everything from Tumi luggage to gift certificates at Best Buy.
8	7011	2004	Timeshares offer features that regular hotels don't, such as full kitchens and separate bedrooms for the kids.
9	7374	2004	Microsoft purchased web conferencing firm PlaceWare and runs a service called Office Live Meeting; the product was a hit with Microsoft employees, cutting travel and expenses.
10	8742	2004	Today a growing breed of consultants uses sophisticated computer programs to help corporate clients negotiate aggressive shipping discounts.

<< Return to Use Steps