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

Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability – Segment interested in being assured that:

Product will work

No. SIC Year Note
1 2000 1992 Worthington's specialty items are delivered mainly through health food stores and Seventh-day Adventist vegetarian shops.
2 3500 2005 Since late 2000, business-application software maker SAP has been using advertising which highlights its customers, such as North Face.
3 3571 1986 Compaq's successful strategy has been to come out with a line of computers completely compatible with the IBM PC, the industry standard. That way, any software written for IBM's can be used on any Compaq.
4 3571 2000 Apple Computers has the challenge of conveying to consumers that Apples are strong and versatile enough to do everything that Windows PCs can while still expressing their uniqueness and their value at a premium price.
5 3571 2001 Hewlett-Packard is working to capture more of the $50 billion-plus server market. HP has lost ground in the market because of its past refusal to use Intel chips but will use the popular chips in its first blade servers.
6 3571 2005 Sun Microsystems' newest print ad campaign won't feature details about how its software works, but instead more about Sun's customers, including eBay.
7 3651 1993 Sony promoted a quality product sold at a "premium price." It captured seven percent of the TV market between 1970 and 1975.
8 3711 2002 GM is unveiling a new national-advertising campaign to improve sales of used vehicles that meet the company's quality standards. The ads will help consumers feel confident that buying a used car is a good decision.
9 3711 2004 In Europe, Japanese auto brands are not only dominating markets in share but are also ranking vastly above their U.S. and European counterparts in quality and customer satisfaction. Since 1999 when trade quotas for foreign car imports were dropped in the European Union, Japanese car models have flooded European markets and taken over market share.
10 3711 2005 BMW and Mercedes-Benz, both of which have suffered setbacks in quality in recent years, returned to the top five in the latest survey of new-car quality. The Initial Quality Study measures how cars perform in the first 90 days of ownership, Lexus finished first in the survey with 81 problems per 100 vehicles, down from 87 last year. J.D. Power sells detailed breakdowns of the survey data to auto makers.
11 3713 2003 Paccar's Peterbilt medium-duty truck was ranked No. 1 by J.D. Power & Associates in customer satisfaction, the third such honor in four years.
12 3751 2002 Harley-Davidson has found that the best salespeople are motorcycle riders themselves. Half of the 8,000 employees ride a Harley-Davidson. They make their purchases through a dealer to experience the exchange from the eyes of a customer. Staff also attends rallies where they pick up ideas and receive feedback from loyalists.
13 3861 1997 Fuji has built a reputation for price, quality and sharp marketing and has won a strong following among professional photographers. This acceptance in the professional world has given Fuji a lot of cachet with amateur shutterbugs.
14 4512 2001 United Airlines, the second-biggest commercial airline in the U.S., hopes to use its knowledge of and experience with aviation to succeed in the private jet market, whose popularity is growing due to the dropping standards of traditional air travel.
15 4731 1992 CSX helps you choose industrial sites. And if you locate on one of these sites, you have the advantage of CSX's freight distribution services: 23,000 mile rail networks, trucks, warehouses, barges – with attractive rates.
16 4812 2005 Cingular Wireless has begun advertising how it has helped business customers such as Avis rental car agency.
17 7372 2003 Microsoft's goal is uniformity in the handheld software world. One secret of the company's success has been making sure that, on PCs, Windows was Windows. Microsoft created a standard environment in which the odds were very good that any piece of Windows software would run on any Windows computer. To ensure similar uniformity among Pocket PCs, Microsoft has imposed strict controls on their design. One benefit is cheap, commoditized hardware–Pocket PCs such as the $229 Dell Axim X3 can be great values.
18 7372 2003 Intuit's tax software costs much more than its rival H&R Block's product. Intuit still manages to dominate the market even as its product, TurboTax, has 25%-50% premium over H&R's product.
19 7372 2005 Oracle tech company's ads feature customer 7-Eleven.

<<Return to Acquire Steps