Why has more progress been made on customer value differentiation than on customer needs differentiation? If it could only do one, is it more likely that a customer-oriented company would rank all of its customers differentiated by value or differentiate all of its customers by need? Is it possible to meet individual needs? Is it feasible? Describe three examples where doing this has been profitable. For each of the listed product categories, name a branded example, then hypothesize about how you might categorize customers by their different needs, in the same way our sample toy company and pharmaceutical company did. Unless noted for you, you can choose whether the brand is business to consumer (B2C) or B2B: Automobiles (consumer) Automobiles (B2B, i.e., fleet usage) Air transportation Cosmetics Computer software (B2B) Pet food Refrigerators Pneumatic valves Hotel rooms