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 be fixed promptly

No. SIC Year Note
1 3571 1990 Apple extended its product warranties to one year, the standard in the PC industry. In the US, its warranties had been only 90 days.
2 3630 1992 Maytag spends a great deal of money on advertising to create strong end user pull. Maytag spends more on advertising per unit sale than any of its competitors, using the image of the lonely repairman.
3 3711 1998 Daewoo hopes to appeal to college students in several ways. Its prices, on average, are less than those for competitive models from Honda, Toyota, and Nissan. All new Daewoos come with free routine maintenance for three years or 36,000 miles.
4 4813 1990 US Sprint's new ads play on the AT&T system collapse. MCI doesn't plan to rib AT&T about the mishap in its ads. AT&T is planning to run ads itself, apologizing for the problem and explaining as best as it can what went wrong.

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