Acquire

Examples: We offer brief write-ups for each method describing a situation where the idea is used or implied. Use these supporting examples in order to expand your range of ideas. These examples are neither mutually exclusive nor collectively exhaustive. There may be other illustrations of the concept in the outline.

We offer you both a short version and a long version of some of these segmentation concepts. We have enough examples of some of these concepts to expand the concept into more specific concepts with their examples. Use the short version to complete your innovation in less time. Use the long version for more in-depth brainstorming.

A Final customer buying from a product producer. The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Some Final customers purchase directly from the producer of a product.

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.

1.
Physical: Segment customers by physical needs. These segmentations identify the physical neds of individual customers and address the physical situation of the location where the product is purchased or used.

  1. Physical state of the individual customer: Segments of the general customer population may have different characteristics of sizes and their ability or disability.

    1. Ability/Disability: Segment customers according to the customer's ability or difficulty in physically using the product. Short Examples>> Long Examples>>

  2. Physical state of the location where the product is purchased or used.

    1. Physical conditions where product is used. Examples>>

    2. Dimensions available at locations where the segment carries, stores or displays the product. Short Examples>> Long Examples>>

2.
Emotional: Segment customers according to the personal emotional needs of the segment.

  1. Needs for comfort and status

    1. Comfort through the five senses Short Examples>> Long Examples>>

    2. Status in the community Short Examples>> Long Examples>>

    3. Status through the recognition of customer's individual needs for product Short Examples>> Long Examples>>

  2. Needs to avoid sources of anxiety

    1. Risks in relationship: The customer segment needs reassurance it can trust. Short Examples>> Long Examples>>

    2. Limitations set by time: Segment customers according to the causes of the limitations set by time. Short Examples>> Long Examples>>

    3. Economic limitations: Segment customers according to the limitations set by the economic interests and concerns. Short Examples>> Long Examples>>

    4. Health limitations: Find customer segments with health problems or concerns. Short Examples>> Long Examples>>

3.
Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products.

  1. Knowledge of company and company product

    1. Familiarity of company and company product. Short Examples>> Long Examples>>

    2. Familiarity with specific product. Short Examples>> Long Examples>>

    3. Knowledge of product technology. Short Examples>> Long Examples>>

  2. Understanding how product works with other products. Examples>>

Basic Strategy Guide Users Go To: Step 12

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