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.

C.
Experience: Enhance the experience the customer has with the product

2. Associate the company or the product with an image to increase customer pleasure in using the product

D. Suggest personal characteristics of the user of the product

Stylish

Contemporary

No.	SIC	Year	Note
1	3711	1990	The new Mercedes-Benz 300 SL has a futuristic automated convertible top. It's easier to use and looks impressive.
2	3711	1998	Lexus is back in gear. Its products, once criticized as bland, have a new spark, with stronger engines and more feel of the road for the driver. The new GS sedans launched a year ago are more aggressively styled.
3	3711	2002	To bring attention to its new eye-catching Cadillac, GM is spending about $150 million this year on the brand, a 50% increase since 2001. The newest TV commercials feature a high-energy Led Zeppelin song and the new CTS sedans are being given to celebrities to test drive for six months as a way to "make Cadillac cool again."
4	3827	2004	Oakley is finding that its $50-$400 styles are not only competing with sport fashion brands like closely-held Ketchum, Smith Sport Optics Inc., and Von Zipper, but also with venerable fashion houses like Gucci Group NV and Chanel SA.
5	7011	2001	Furniture in all seven of Amsterdam Hospitality's hotels is provided by GoodmanCharlton, a company whose furniture line adorns the homes of celebrities like Madonna, Nicholas Cage, and Jack Nicholson.
6	7011	2001	Traditionally conservative hotels, like Marriott are trying to appeal to customers pulled in by trendy boutique hotels. Marriott is giving its Renaissance chain a chic facelift. It is the first major U.S. brand to attempt such dramatic changes. Staid hotels have lost out on the booming market for hip and high-priced boutique hotels like Starwood's W hotels and the Mondrian in LA. These rooms run about 30% higher profit margins than regular luxury hotels. However, the traditional chains may risk alienating their conservative customer base who may feel out of place in the more untraditional environment.
7	7299	2005	Under North Castle Partners, Elizabeth Arden underwent makeovers of both the décor and business plan. The spas were redone to look more modern. They shifted focus from hair to selling more-profitable salon services, selling gift certificates, targeting men who are more likely to spend, centralizing booking online and joffering a frequent-flier like rewards program.

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