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
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others
Time limitations due to the pattern of use: Segment customers by the frequency or timing of purchase or use of the product
Frequency of purchase of the product
|1||3571||2004||Dell's shift away from the bottom of the market is already helping the bottom line. The rest of the industry will likely keep chasing low-end sales to keep volumes high. As Dell moves away from the bottom of the market, it replaces those sales with other products, including servers, printers, and data storage gear.|
|2||3571||2005||Sun Microsystems sells cheaper hardware based on Intel-compatible chips and is giving away a version of its Unix software, Solaris, that runs on inexpensive hardware. The company hopes to make up for this segment's lower margins by increasing volume and selling related services.|
|3||3600||2003||The Stitch systems let vending companies track sales per machine. Stitch's systems are also in trial with Kodak, to create a vending machine for instant cameras and film.|
|4||3900||2002||Procter & Gamble underestimated how many parents would mail in points for its program called Pampers Perks, a promotion designed to encourage parents of toddlers to buy its Pampers diapers.|
|5||4513||2003||Airborne Express and FedEx are both boosting ground services to cut into UPS' near monopoly. This is a great strategy as the economy is so low that many companies are looking for cheaper ways to deliver packages (ground is less than air).|
|6||4522||2004||Pogo, a proposed air taxi service, will not be cheap. A 300-mile trip will cost $6.50 a mile or roughly $2000 one way. That gets you four passenger seats which comes to $500 for one person. Chartering an 11 seat plane runs $10 to $12 a mile. Pogo's target customer is a middle manager, age 30 to 50 who earns in excess of $150,000 and flies eight to ten times a year.|
|7||4813||1991||MCI beefed up computer systems to permit innovative residential calling services, such as the new Friends & Family plan, which offers 20% discounts on calls to pre-selected parties.|
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