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

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust

A piece of equipment or product – a specific product apart from the company or process

Segment that will experiment with product

No. SIC Year Note
1 3089 2005 Despite extensive ad campaigns, Tupperware products met resistance when the plastic storage products were first introduced in 1946. Plastics were seen as cheap and homemakers resisted the idea of storing food in them. In response, the products were pulled from stores and vending was limited to home parties. Despite the increase of home refrigeration in the 50's and aggressive promotion, the product did not take off until the top seller shared her methods. Home parties allowed customers to see how the product worked and helped dispel concerns. Since the company's founding, more than 188 million people have attended demonstrations, annual sales top $1.1 billion.
2 3524 2005 Renting is an inexpensive way for someone to learn about ASV's machines. They rent for about $150 a day.
3 3571 2001 Apple opened its first retail stores in May 2001. They planned to spend $85 million to open by year's end. The company will need annual sales of $10 million at each store to break even.
4 3572 2001 Because of a slowdown in tech spending, several makers of storage systems are introducing and updating their midrange products. Each of these products is used in divisional and departmental-sized business units. EMC signed a reseller deal with Dell Computer Corp. that aims to boost sales of EMC's midrange line of products.
5 3711 1993 Subaru's ad campaigns abandoned flattering product shots in TV commercials for showy creative efforts carrying the emphatic, though enigmatic, theme of "What to Drive."

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