Final Customer Buying from the Product Producer
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.
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:
Unusual capability or achievement:
|Excellent brand awareness — the "Pete's Wicked" brand umbrella evokes an irreverent image that is particularly appealing to younger age (21 to 35) drinkers who traditionally have higher per capita consumption levels.
|In the 1980s when dressing stars was still a novelty, the actors were quite easy to please, bowled over as they were that a famous designer actually wanted to dress them. But by the late 1990s, the tables turned. Designers wooed nominees and presenters with boxes of evening clothes–without any obligation to wear them. In 1997, the record appeared to belong to Lauren Holly, who was married to comedian Jim Carrey at the time, when she received, unsolicited, 56 free gowns from 13 different designers.
|In the past, Oakley's advertising has been almost exclusively sports marketing, however the company is beginning to invest in advertising that raises a broader awareness of its innovations.
|Shoe designer Sketchers USA gets its name out in part through flashy advertising. Its latest international spring Sport line featured Britney Spears.
|Nuprin has an ad campaign where Jimmy Connors is urging headache sufferers to "Nupe it with Nuprin." Aging sports starts are becoming more popular in advertising and as product endorsers.
|LA Gear stresses shoes for fashion, rather than for athletic performance. The brand employed Michael Jackson for ads, rather than Michael Jordan.
|Kitchen-appliance manufacturers are looking for new product designs not focused on stainless steel to try and reinvigorate the market. BSH Home Appliances will release a new teppanyaki griddle at $1,999, which lets homeowners attempt to replicate the knife-twirling and sirloin-tossing at hibachi-style Japanese restaurants. General Electric will release a computerized wine vault for $30,000 to keep track of users' inventory online. Sub-Zero Freezer Co. will release a refrigerator-and-freezer combo for $11,000 to $12,000, which has drawers with a separate temperature control for perishables such as vegetables. Maytag Corp.'s Jenn-Air brand will have a new suite of appliances with a glass design.
|Classic Era ads for luxury cars varied. Some were fairly literal, showing actual design details. At other times, illustrations were more stylized, conveying auras of speed, sportiness, etc., but lacking specific details.
|To create a sexier image for its sunglasses, B&L courted fashion movers and shakers. It sent its glasses to magazine style editors and fashion photographers, and hired middlemen to push the glasses into movies.
|KFC is switching to celebrity based advertising for the first time to try to tackle McDs market dominance.
|Ritz-Carlton will be opening a 5,100-square-foot duplex which is averaging $2.8 million per condominium. Ritz will be opening five golf courses, two time-share developments and spas adjacent to more than half of its hotels.
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