Final Customer Buying 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.
1. Physical: Segment customers by physical needs. These segmentations identify the physical needs of individual customers and address the physical situation of the location where the product is purchased or used.
B. Physical state of the location where the product is purchased or used
Dimensions available at locations where the segment carries, stores or displays the product
|In Russia P&G started talking to Russian women and learned that most disliked the Always pads for feminine protection. It turned out most liked a thicker pad because it made them feel more secure. By designing one P&G has gained eight share points in Russia and the company's margins are on par with the corporate average.
|Sony is one of just four big PC brands left standing on U.S. retailers' shelves. Sony recognized that consumers want something more than internal specifications and kept that thought in mind when creating the petite Vaio 505 notebook series.
|EMC's RAID machines are radically smaller, cheaper and faster than IBM's old standard hubcap-size storage disks. They're just as reliable.
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