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

Savings of potential product vs. current solution
Savings on customer building block costs:
People costs

No. SIC Year Note
1 0 2004 Whitestrips, Spinbrush, and Swiffer all have price points that are multiples higher than their competitors on the shelves, and simultaneously many times lower than the high end solutions to the problems they address. They all share the same enviable margins–three to five times higher than the market leaders they supersede.
2 3571 1987 Analysts say Digital can price higher than General Corp because Digital already has many customers using VAX computers, and they are willing to pay extra for faster VAX s rather than rewriting software to run on lower-priced machines.
3 3571 1992 Packard Bell's success tied to making it easier than ever to buy and set up a PC. It is sold in discount warehouses.
4 3571 2001 Compaq's iPaq Pocket PC has become a huge success, stealing market share from rival Palm. One key to this success is that, while Palm requires that special applications be installed separately, and were until recently, sold separately, iPaq comes equipped with all the necessary tools. Big companies are more likely to invest in the iPaq's because they require less tech support and training.
5 3571 2002 Thin client technology started in the mid 1990s with Oracle and Sun offering thin client solutions. But those machines ran on Java and required rewriting customer applications software. Neoware systems in contrast will run with any application.
6 3571 2002 Neoware Systems sells bundled software and hardware that lets business customers deploy thin client computer systems. There are at least two users for this product. First is the end user, and the system administrator is also a user.
7 3571 2004 Businesses are moving away from proprietary, high-priced computers in favor of off-the-shelf machines which run Windows or Linux. These computers are flexible and can be networked together, creating a powerful machine at a fraction of the price of a server.
8 3578 2001 Palm Pilots have become a cultural item in 5 years. It was able to sell one million units in just 18 months by focusing on the simplicity of the product instead of the chip speed.
9 6531 2002 The strains of buying a home today have been considerably eased by the Internet. House hunters can now prescreen properties, take virtual tours and research neighborhoods on Web sites specializing in schools and community information.

<<Return to Acquire Steps