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
Multiple costs – Segment saves multiple costs:
Inside the cost system of the product itself

No. SIC Year Note
1 3571 2000 While Europe has and had great engineers, the first generation of PC makers were unable to become genuine mass producers. Instead of concentrating on the largest market like HP, Dell and Compaq, the Europeans concentrated on their national markets.
2 3571 2003 PC makers are hesitant to install Intel's new Centrino chip set which the manufacturer claims works faster and better. Analysts estimate that 180 million corporate PCs are long overdue for a replacement. PC makers are anxious to capitalize on this demand,
3 3576 2000 The CEO of Juniper believes it is important to inter-operate with Cisco because it built the earliest networks. Juniper's technology needs to be compatible with the existing equipment.
4 3577 2004 With the printing industry, in each product cycle, they move you to a new product and you have to then buy new cartridges for that new product. If you could use your old cartridges that's a benefit. But fundamentally, you can't use your old ones anymore.
5 4512 1987 American Airlines is offering a new computer system. The system, called Easy Saver, is sold through computer networks to home and office computer users and allows them to check prices and make reservations for airlines, rental cars and hotel rooms.
6 4813 2002 CDMA (Code Division Multiple Access) makes for better phone calls and better data services. It is easier and cheaper for wireless carriers to install and upgrade.
7 7372 2002 One analyst observes that as security software industry consolidates like most of the other industries, the company with the broader product strategy usually wins.

<<Return to Acquire Steps