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 who might face psychological spending limits:
Specific limits on spending

No. SIC Year Note
1 2043 1994 Kelloggs is running an ad campaign to convince customers that product is cheap, even though it costs more than many competitor brands. Kellogg has been increasing the prices of its brands by 6% or so a year, to maintain profit margins.
2 2084 2003 The first price of Kendall Jackson wines in 1982 vintage's Vintner's Reserve Chardonnay placed in the mass prestige market segment was $5 a bottle. Well below the $10 plus price of the today's boutique wines, the price was only $2 above economy wines.
3 2095 1990 Instead of coaxing consumers to buy higher-quality, higher-priced coffee, producers have spent millions over the years cheapening their products' images by offering coupons and price cuts.
4 3555 2003 The new digital printings are better because if someone liked baseball, for example, the system would make sure the car was shown near a playing field. Best of all is that this computerized mixing and matching can be done in batches of 5,000 at a time.
5 3571 2000 Delta is arranging to deliver all its employees a subsidized PC. People PC will deliver the computers. Each employee will pay $12 a month for 36 months, or $432 for package that includes a brand name PC with an Intel microprocessor, software, and Internet Service.
6 3571 2001 Sun faces a dilemma. Unlike the PC makers it designs its own microprocessor and operating system software. That bill comes to more than $500 million a year. Those expenditures are essential since they allow Sun to offer a more powerful alternative to Windows. But if Windows servers match Sun's capabilities and eat into Sun's market share, they will not be able to maintain their margins and make the investments in software to keep up with the company.
7 3571 2002 In a move to expand its market, Palm Inc. unveiled a $99, entry-level handheld computer, hoping that students and casual shoppers will find the low-cost personal digital assistant a better way to stay organized.
8 3572 2003 EMC's new Symmetrix data-storage capacity box processes data eliminating some of the equipment's bottlenecks. But the real news is price: the new high-end boxes will be priced competitively, rather than at a premium, and will start as low as $400,000 and top out at $2.5 million. EMC says more homogenization of its product lines has allowed it to trim suppliers, parts and inventory, allowing it to keep costs in line with declining prices and slackened demand for storage.
9 3600 2005 Nokia, No. 1 in the cell phone manufacturing industry, managed to end the year with 30% of the overall cell phone market. Its price cuts helped the company stem the market share losses.
10 3674 2003 Altera has succeeded in the chip making industry by looking for new kinds of customers for its chips. Among the emerging markets for its chips are MP3 digital music players and auto sound systems. Price is the key to opening the doors to these new markets.
11 4481 2004 The world's No. 2 cruise line operator, Royal Caribbean Cruises, survived the constant assault of hurricanes in key markets. In recent years, the industry has become more mainstream and family oriented. Package cruises are cheaper. New innovations, including shorter, less expensive cruises and a shift to regional ports widen the customer base.
12 4512 1986 Eastern advertised a new children's fare from most U.S. points to Florida cities for as little as $49 round-trip midweek and $70 on weekends. The company is trying to attract families who might otherwise drive to Florida.
13 4512 1993 Northwest responded to American's prices with a "Grown-ups Fly Free" program, which gave free tickets to adults paying fares for their children.
14 4813 1999 Amid the bewildering array of choices, backers of Broadband Office say they will appeal to tenants on simplicity, convenience and cost. They'll offer a single contract for local phone service, long-distance, and data connections. Broadband Office plans to spend as much as $100 million during the next 12 months to install fiber-optic and other high-speed lines through its owners' buildings. The plan is to undercut prices the Bells typically charge, which can approach $1,000 a month for a single high-speed data line. Broadband says new users will have to wait a matter of days, not weeks, to get its service.
15 7372 2000 Commerce One developed the world's first Internet based B2B procurement network, where companies can buy everything from office supplies to telecommunications equipment.

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