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:
Preferences for or against rebates, coupons and points

No. SIC Year Note
1 2043 1994 Nearly two-thirds of all cereal sales are now made with coupons or other deals or promotions. Last year, the five biggest cereal companies spent $610 million to issue about 100 coupons for every person in America.
2 2840 1996 P&G is eliminating coupons and lowering prices of its products across the board. Over the past few years, it has cut its US coupon spending by 50%. It has reduced list prices 0.5% a year for each of the past five years.
3 3571 2002 Distributors and manufacturers are offering discounts and special promotions to move cell phone and handheld computer combos off of the shelves and into briefcases. Handspring Inc. offers a trade-in program that takes $100 off the Treo which sells for $399. Kyocera Wireless introduced rebates of its combo, dropping the price from$299 to just $99. Samsung also offers rebates of $50 to $100 on its SPH-1300 model that is sold through Sprint PCS. Through pricing, the manufacturers are trying to make the products mainstream and clear the shelves for newer, better models which will offer wireless networks, slimmer sizes and bigger screens.
4 4512 1986 Established airlines have been able to offer frequent-flyer programs and powerful computerized reservation systems to woo back customers.
5 4512 1987 Pan Am will offer a free round-trip ticket for one of its Pan Am Shuttle flights to passengers who buy a full-fare round-trip shuttle ticket and a Polaroid Corp camera.
6 4800 2003 The more that business people can hold conferences online, the more they are able to cut their travel and phone bills. Cost savings and convenience drive companies toward video and Web conferencing.
7 4899 2000 One of the most popular promotions for enticing new customers is a combination of long distance phone service with coupons good for discount service at Jiffy Lube auto maintenance services.
8 6141 2000 offers customers the FreeTradez Platinum Visa card. The difference with theirs is that instead of airline miles, they're going to reward their users with shares of stock in FreeTradez, in some Fortune 500 companies and some startup highflier companies.
9 8111 1998 Entire new firms have been founded on the basis of alternative lawyer-client relationships. The founders of Bartlit Beck Herman Palenchar & Scott broke away from Kirkland & Ellis to experiment with riskier fee structures and leaner staffing for litigation. The 35-lawyer boutique often charges a flat monthly rate for handling each case, with a bonus if it wins and a rebate if it loses. The firm saves thousands of dollars a week simply by substituting computers and electronic mail for old-fashioned paperwork and express delivery services.

<<Return to Acquire Steps