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
Customer segments with preferences for price point alternatives to the present product
Higher price point:
For more Function

No. SIC Year Note
1 3571 2001 As the cost of personal computers and servers drop, manufacturers seek profits in high margin enterprise software and services. Dell is packaging enterprise software and support services to boost sales to big corporations and government customers. Dell will only install and support a select group of applications. This is part of an effort to make further inroads with big-business customers against rivals Compaq, Hewlett-Packard and IBM. The company is able to undercut the prices of competitors.
2 3572 2002 Just as Network Appliance attacks EMC from below, Microsoft is attacking it from below. Microsoft has developed a version of its Windows Operating System that has extra features for running storage devices.
3 3674 2001 And this month, AMD rolled out yet another version, the Athlon MP, and a new companion chipset, which together enable PC-makers for the first time to offer workstations and servers with two Athlon processors working in parallel.
4 3861 2000 In 1999, Kodak built its digital strategy around high end products, selling cameras that cost more than $500 on average and offering high resolution. While its sales rose, it holds the number 2 spot to Sony, it lost share in the increasingly crowded market.
5 4512 2000 Legend Airlines is poised to start flying 56-seat jets this month between Los Angeles and Washington, offering exclusively first-class seating, gourmet meals and satellite TV, all for regular coach fare.
6 4813 2004 Verizon began selling consumers a package of DSL and pay-TV through an alliance with satellite broadcaster DirecTV. Both local Bells and cable firms view these bundle service plans as a key tool to hold onto customers.
7 4841 2004 About 40% of cable's digital customer base also subscribes to its Internet services. Cable's bundling of services such as TV, Internet, phone and video on demand will keep the industry competitive with satellite. Satellite was late to the bundling game which as hurt them, although the are responding. DirecTV and EchoStar have teamed up with Verizon Communications and SBC Communications to offer bundled services.
8 4841 2004 Some telephone companies are now offering for $133 a month 70 digital TV and movie channels, 75 radio and music channels, high-speed internet access, local and cell phone services, and unlimited national long-distance calling on evenings and weekends.
9 4899 2002 Big local-telephone companies BellSouth and SBC Communications are increasingly promoting discounted packages of traditional landline service, combined with a Cingular wireless phone subscription. The three companies announced last week that they soon will offer a bucket of shared wireless and wire-line minutes to customers, essentially selling the two services as one product.
10 5812 2002 McDonald's signed a join venture pact with fast casual chain, Fazoli's, to develop 20-30 Fazoli's units in three major U.S. Markets. McDonald's has the option of buying the company. McDonald's is number one in the fast food industry and entered the fast-casual space in 1998 when they bought Chipotle Mexican Grill. In the past three years the same-store sales have grown at a 20% clip.
11 7011 1998 Homewood, which is charging $99 a night for its rooms, is one of the upscale extended-stay hotels. Guests get such amenities as videocassette recorders in their rooms, a free breakfast, and free wine and snacks in the evening.

<<Return to Acquire Steps