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.
A. Needs for comfort and status
2. Status in the community
Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
Distinctive style or appearance:
Demanding of exclusivity. Segment wants a look few others have
|Upon acquisition of the Yves Saint Laurent designer brand, the Gucci Group terminated five of its ten long-time and loyal Japanese retailers. This action was taken to cut down on such wide distribution, which supposedly damaged the brand's exclusive luxury appeal.
|The new Levi Strauss Signature line will feature men's, women's and children's jeans for less than $30. Most of Wal-Mart's jeans sell for less than $18. Some go below $10. Levi's trademark pocket stitching design and "red tab" will be missing in this design.
|GM/Saab's high-price point cars will be sold under the Saab name through Saab's independent dealer network both in the US and abroad, to preserve the prestige and customer base that Saab has built up.
|Luxury-hotel chains often restrict customer loyalty programs and limit expansion as they fear losing exclusivity. Marriott International guards its Ritz-Carlton chains and doesn’t allow rewards members to redeem their points there. Four Seasons Hotels does not have lower-level chains or a loyalty program.
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