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
Health limitations: Find customer segments with health problems or concerns
Customer groups with health problems:
Specific disease or problem
|1||2000||1989||Many companies have been successful as they emphasize the health benefits of their products. For example, P&G's tartar-control Crest is a big hit.|
|2||2064||2003||The venture between Nestle and Colgate Palmolive will develop gum and candy products that offer benefits such as teeth whitening and plaque fighting. Colgate of New York already has been testing Colgate Dental Gum, which is meant to reduce plaque and clean teeth. The gum will be the new venture's first product.|
|3||2111||2001||After the anti-smoking campaign in the mid 1990s some consumers switched to American Spirit cigarettes thinking it was the healthier choice because there were less additives.|
|4||2800||2005||Crest's new formula of mouthwash boasts killing 99% of germs and cuts plaque by 42% compared with brushing alone.|
|5||2834||1986||American Home Products is funding research that questions the efficacy of generics. It also runs advertisements in medical publications raising doubts about generic substitutes for Inderal.|
|6||3845||1986||Physio-Control has introduced a 7-lb cardiac defibrillator. The device is so simple to use it can be prescribed to patients at risk for heart attacks for home use.|
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