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
3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns
Segment's approaches to limit on spending:
Segments with preferences for periodic or one time payment
|1||3571||1998||Gateway will offer customized personal computers for monthly fees of as little as $50, and allow customers to trade in or upgrade the PC after two years. The monthly fee, which will vary according to the options chosen, will include unlimited Internet access.|
|2||3651||2004||TiVo was developed in 1997, allowing viewers to pause live programs and record on disc. The market quickly became filled with competitors. Today, TiVo's overall DVR share is about a third of the market and shrinking as the market has been flooded by cheaper, more efficiently distributed products, including a set-top cable box by Scientific-Atlantic. Often, cable companies like Time Warner Cable are distributing the boxes to customers free in return for a monthly service charge that ranges from $5 to $9. Buying a TiVo at retail costs a minimum of $199 with a $13 a monthly programming fee.|
|3||3695||2001||TiVo does have one big advantage. If you don't want to pay its $10 monthly fee forever, you can make a one-time payment of $199. UltimateTV does not have that option.|
|4||4513||1996||Phone companies in several states have recently tried to institute local measured service, arguing that it is the fairest way to price local calling. Companies say the majority of customers will have smaller phone bills.|
|5||4522||2005||In 2004, fractional private jet ownership increased 5.5%.|
|6||4813||2000||Qwest was the first company to have a seamless fiber optic network made for internet applications. In a deal with KPMG it will rent applications over the web.|
|7||7372||2001||Borland Software's products include Kylix (helps developers write software for Linux) and Delphi (for Microsoft Windows). The company plans to start renting its software and services online.|
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