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.
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 available and delivered as promised
|The corporate brand is suited to play an endorser roll as in Courtyard by Marriott, MSN by Microsoft or Lion King by Disney. It provides credibility that can reassure the new buyer, especially if a new technology is involved. It represents an organization that stands behind its products in spirit and substance. It can also work on an emotional level by providing a valued relationship with a respected organization.
|Shoe designer Sketchers USA uses direct distribution not only because it's profitable, but also because it's the best way to build the brand. "The reason: No one believes in your goods as much as you do."
|A new map, which can be accessed online or at stores, is color-coded to allow potential T-Mobile customers to see where service is best and where it is likely to fade. Most wireless firms rely on Telephia to provide data on each other's network performance and their own, But no one offers this detail. While critics say that the best way to judge service is by a trial, T-Mobile wants to eliminate the hassle with disclosure. T-Mobile updates its coverage data monthly.
|Chartered Semiconductor Manufacturing, which had been No.3 in the industry, signed a deal to send its customers who needed the most advanced manufacturing technology to IBM. Chartered said the agreement would let it defer building its own $3 billion lab. Some analysts say that IBM surpassed Chartered's foundry volume last year to become No.3.
|Sandwich sales since 1996 have increased 9% a year, more than double the rate of fast food hamburger chains. Panera Bread's sales in December rose 6.3%. The company's success shows the unmet demand for upscale quick service. Panera's bread may be its biggest selling point because it offers more than a dozen varieties, as well as bagels, croissants, muffins and pastries.
|Starbucks proved that in some cases word of mouth can be a highly effective marketing tool. The coffee chain created its brand by focusing on the customer experience and building a critical mass of stores rather than running commercials. Good food, polite service, and clean restaurants seem to be the key to cultivating committed fast-food customers.
|After several years of cutbacks by businesses, the luxury-hotel business is headed into an economic boom, seeing double-digit increases in profits and increased occupancy rates. Travelers with rich expense accounts aren't closely scrutinizing the price of a room, allowing chains to raise their rates. Most chains are expanding to capitalize on this friendlier market. Ritz-Carlton is focusing on luring younger travelers by relaxing dress codes.
|K/D/P won a bid for Suzuki's advertising. "On a week's notice, the agency showered Suzuki with 100 pages of research based on 400 interviews with customers and dealers. It sent 2 account execs to Florida for a week to talk to Suzuki owners."
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