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.

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

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:

No. SIC Year Note
1 2721 2001 Launched in 2001, The Week is aimed at the U.S. intelligentsia. The news magazine became a must-read for politicians, celebrities and CEOs who like its smart distillation, presentation and the array of subjects. The average household income of the reader is $137,000. Stories are lifted and compressed from a variety of sources by a team of 20 editors. To market the product, discounts and free subscriptions are given to important celebrities and CEOs in hopes that they will publicly praise the publication.
2 3571 2000 Compared to competitors such as Sony and Microsoft, Apple's new products live up to the company's promise to promote a creative, digital lifestyle as soon as they are out of their boxes.
3 3711 1999 Toyota's new Yaris, designed specifically for European drivers, last month won Autocar magazine's coveted European Car of the Year award, only the second time in the contest's 36-year history that a Japanese model has come out on top.

<<Return to Acquire Steps