Final Customer Purchasing from the Product Producer
Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.
Knowledge: Add knowledge
Process where product is used – Explain how product can or should operate in customer cost system
Warnings and advice
|1||2003||0||To compete in the changing marketplace, companies must find a middle ground between a completely open market that allows customers to pick and choose certain services or a captive market in which products and services are bound together so the customer must purchase all necessary parts from the same source. Toyota's system is open, allowing customers to research the products, maintenance costs and varied ratings.|
|2||2001||0||One way to get a handle on cult-brand followers is to organize company-sponsored clubs and events. The critical issue for growing companies is learning when they can afford to cut loose some of their core devotees. A company's worst fear is that its brand will be kidnapped by a fringe group. Smart brand owners do their own policing of the Web site and activities of cult followers. Cult brands are, in all, a mixed blessing.|
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