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:
|1||2834||2003||In launching their rival impotency drug, Levitra, Bayer and GlaxoSmithKline studied consumer response to Viagra. They found that consumers didn't "resonate with the imagery of Viagra. They find the blue (pill) color too cool. They equate it with being sick." So, the co-marketers decided upon a vibrant orange color for the Levitra pills and an orange and purple flame as the logo.|
|2||3571||2003||Dell Inc. uses its position in the services industry to create more product sales and to strengthen its customer relationships. It also operates with its services and sales as one, allowing itself to make the best decisions for its customers through optimizing a number of factors, including best pricing, best products to meet their needs, and best service.|
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