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.

3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products.

A. Knowledge of company and company product

1. Familiarity with company and brand, crossing all products

Customer knows both company and brand – Segment knows company and brand primariliy for:

No. SIC Year Note
1 3571 2002 Dell has done well with PCs, workstations and basic servers, and it seeks to sell pricier goods, such as storage computers and high-end servers.
2 3571 2003 Dell Inc., the leading consumer computer supplier in the United States, plans to enter the consumer electronics market because consumer electronics and PCs are increasingly blending together into one market due to digital photography, music, movies, as well as broadband.
3 3663 2004 Samsung which once excelled at churning out low cost designs is bucking the trend with a high gloss marketing campaign.

<<Return to Acquire Steps