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 use of the product
|1||3571||2003||Two types of PC buyers are appearing. One is the traditional consumer buying a system just for the home. In that case, price is what counts. Low-end products have driven the PC market. Others are blending work and home functions. They're willing to pay more.|
|2||3571||2003||Despite the PC market being mature and saturated, there are still business opportunities. Privately held Alienware Corp. succeeds in selling high-end, custom-built PCs for computer gamers.|
|3||3674||2003||Intel managers now start by assessing what users need in computers and other products. Then, they conceive "platforms" of multiple chips, not just microprocessors, to meet those needs. Instead of a one-size-fits-all approach, Intel now designs chips for four distinct markets: home computers; desktop and server computers for businesses; mobile gadgets, including laptops and cellular phones; and network-infrastructure devices such as routers and switches.|
|4||4813||1987||Pacific Bell has a "Call to Adventure" bonus points plan. When you make phone calls, you gain points (toward airline tickets).|
|5||4813||1993||Sprint's "Priority" long-distance plan includes free gifts such as coffee pots and sea cruises based on their volume of usage.|
|6||5812||2000||Allied Domecq's Togo's only has 325 units. It is a lunch business however, as Dunkin Donuts is a morning business and Baskin-Robbins is an evening business. For a double-franchise fee, operators can put all three companies in the same building.|
|7||7514||1987||Hertz has a Hertz Corporate account Program. This free program offers Hertz Corporate Charge Cards (no finance or service charges) and competitive corporate rates.|
<<Return to Acquire Steps