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
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
Calendar or clock time of usage
|1||2000||1993||Campbell is trying contra-seasonal marketing – it hopes to fundamentally reshape the span of time in which consumers buy & use their products.|
|2||7372||1996||Disney's interactive version of Pocahontas came with instruction to parents to open, install, & learn to use the software in advance. Special wrapping paper was provided so parents could rewrap the boxed product for Christmas morning.|
|3||7900||1998||Ski resorts across the nation are selling building lots, constructing housing developments, creating golf courses and carving hiking and biking trails out of the wilderness. The resorts have not been able to attract enough customers in the winter, but by turning their seasonal business into a year round operation, the resorts are focusing on acreage to boost revenues.|
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