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 the channel brand but not the producer brand – Segment knows channel brand primarily for:
Function, such as product choice and physical ambiance

No. SIC Year Note
1 2000 1993 Many companies are co-branding products. For example, General Mills recently introduced 2 dessert-bar mixes. One contains packets of M&M's. The other notes that the preserves for its raspberry bars come from Kraft.
2 3572 2002 Western Digital today is soaring with a stock price that is up 20% this year. While desktop computers remain the destination of about 90% of Western Digital's drives, it has broadened its customer base to include such products of the future as Microsoft's Xbox and TiVo's personal video recorder.
3 3651 2003 The Taiwanese hope to either make TVs for major consumer electronics companies or for PC companies looking to enter new markets. Quanta thinks computer makers will do well because they're used to cutthroat competition. Later this year, Quanta will start producing 23-inch and 26-inch LCD TVs that will retail for up to $1,500, for a brand they won't name.
4 3674 2000 LSI provides solutions for internet infrastructure, including server storage, networking, and peripherals markets. Relationships with networking companies such as Cisco, 3Com and Nortel and telecommunications giants such as Nokia and Ericsson will support internet infrastructure.
5 3949 2001 Callaway Golf's deal with the golf-apparel maker Ashworth Inc. is expected to boost Callaway's golf-wear business, previously only licensed to Nordstrom's, which limited its reach. The deal is meant to broaden availability to a wider range of customers.
6 7372 Curtsies is a top company in the business performance software field, which is a new sector. Since the company doesn't yet have a brand name, it is making offers based on brand names and topics that would catch CFOs (Chief Financial Officers) attention. Curtsies partnered with CFO Magazine and Business Finance to speak at seminars and events. It created white papers and articles on hot topics.
7 7384 2000 In June 2000, Ofoto announced an agreement with Intel Corporation, H P and Sony to provide photographic printing and products for each company's photo sharing web site.

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