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Whom do we serve?
A Segmented Market is justified because of the diverse needs of these customers
Physical
Products: oil, lubricant, gas, convenience store merchandise
Transportation: trucks, ships, cargo planes, executive aircraft, employee cars
Equipment: gas stations, pumps, office buildings, storage centers
Intellectual
Brand names: ExxonMobil, Exxon, Mobil, Esso
Advertisements, logos
Formula compositions and qualities
Agreements, partnerships, and contracts with partners
Human
Executive Board
Includes: Chairman/CEO-R. W. Tillerson, VP/Treasurer-R. N. Schleckser, VP/Human Resources-M. A. Farrant, and VP/Safety Security Health and Environment-J. J. Woodbury
Professionals in advertising and marketing, lawyers, managers, engineers, accountants, and foreign relations experts
Financial
Stockholders, banking
Examples:
What kind of value do they deliver to their customer?
Value Propositions that Exxon Mobil offers:
Brand/Status
Technology
Cost Reduction
Convenience
Usability
ExxonMobil researches methods of producing more efficient fuels
ExxonMobil is the leading supplier of jet fuel and lube basestocks