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

3. Status through the recognition of customer's individual needs for product


No. SIC Year Note
1 3400 2003 To establish itself apart from foreign competitors and add money-making value to its product, bearing-maker Timken is creating multiple friction and lubrication parts that work together to maximize capability. Timken's competitors focus on a simple product and sell for a very low price. To fight back, Timken is complementing the company's basic product with additional components to tailor to each customer's exact needs.
2 3500 1987 Betz customizes boilers, cooling, wastewater and process system treatment, through the recent formation of Betz Industrial, to focus its expertise on certain industries.
3 3571 1998 Gateway's new program, Your Ware, offers customized PCs–users specify preferences such as the network browser they want installed.
4 3577 2004 With direct seller Dell entering the already competitive printer market, rivals are introducing new techniques and pricing. HP is offering models that use eight separate ink cartridges for better quality. Sharp plans new multifunction models and Canon is investing in new facilities to double its inkjet printer production. Epson vows to double its market share with cheaper all-in-one units.
5 3577 2004 Three new digital music players entered the market in hopes of slowing Apple's domination with its hit iPod. The iPod Mini holds 1,000 songs, costs $249 and comes in five colors. Manufacturers believe that most users do not need to carry more than 1,000 songs and smaller devices will be well accepted. All three devices tested have a longer battery life, larger storage capacity and are compatible with songs sold in Microsoft's file format. Dell's Pocket DJ is similar in appearance to the Mini but weighs slightly more. It has five buttons and a rolling dial that makes selections when depressed.
6 3674 2001 The company (AMD) still doesn't have chips that work in servers with four, eight, or more processors – a fast-growing and particularly lucrative part of the market, one that Intel is making a major push into with its Xeon and Itanium chips.
7 3674 2003 While most foundries specialize in building designs provided by their customers, IBM offers to put its own chip designers and process engineers to work with the customer to optimize the design.
8 3711 1996 Mercedes mailed a questionnaire to prospective buyers asking about preferences. Prospects concerned about safety, for instance, then get a letter back from Mercedes extolling the side airbags and crumple zones on the new car.
9 3711 2001 The Maserati Spider is a customizable car. Buyers are able to select multiple design features for the vehicle they purchase. This is consistent with the excellent customer care that the Maserati brand offers.
10 3715 2003 The brawny trucks are as different as snowflakes. This customization appealing to truck buyers but a costly headache for DaimlerChrysler and Volvo. Instead of selling their own $20,000 engines, for instance, they end up installing Cummins engines. Truck drivers elsewhere in the world somehow get by with far more limited options.
11 4512 2002 American Airlines Inc. the world's biggest airline is going head to head with JetBlue by flying nonstop from JFK to Long Beach California, JetBlue's west coast hub.

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