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:
Reliability and Convenience

No. SIC Year Note
1 3571 1994 Chipcom's unique advantage is a joint product development and marketing agreement with IBM. Its products carry IBM's name and others that carry its own, and IBM's salesforce sells both.
2 3571 2000 Ford announced in 2000 that it would offer a desktop computer, printer and Internet access to its 350,000 employees for a $5 monthly fee in order to keeps its worldwide team at the leading edge of e-business technology and skills. People PC will supply the equipment.
3 3571 2001 The Taiwanese PC manufacturers have not been successful in branding and marketing their own products. They succeed by partnering with the U.S. and Japanese computer industry.
4 3571 2003 Dell entered the consumer electronics business announcing a series of digital entertainment products that include a portable music player and a widescreen flat-panel TV. The company wants to use a direct sales model and its noted efficiencies to drive down costs and grab share. The company also unveiled an online music service, a home entertainment projector and an exclusive software application for managing digital media. Plus, Dell said it will debut a redesigned online retail store.
5 3577 2000 Leica's sales thrived, thanks largely to word of mouth within the tightly knit world of professional photographers. For several decades Leica did minimal marketing, simply because it did not need to.
6 3577 2004 Dell resells Lexmark printers in a deal that opens a huge delivery channel for the printer maker. Lexmark also supplies IBM, Ricoh, and Lenova, the Chinese PC giant formerly known as Legend.
7 3712 2005 Mitsubishi Motors recently agreed to boost the number of mini-vehicles it produces for sale under Nissan's brand to 59,000 from 20,000. It is also negotiating with SGA Peugeot Citroen about a similar agreement.
8 4512 2000 SkyWest provides regional flights for major airlines like Delta and United.
9 4813 2001 Major phone companies fought back against Internet Telephony services by adding their own, but they gave them little publicity because they make less money on them. Deutsche Telekom started its service in July 1997.
10 4832 2005 XM had a major advantage in its relationship with auto manufacturers. For example, it's paying General Motors Corp. about $440 million, depending on sales, to be its exclusive satellite-radio partner until 2013. GM has other incentives to help XM. It financed XM's two satellites and took a stake in the company. GM executives figured XM would complement OnStar, its popular navigation and security service. When XM rolled out, GM ensured that satellite radio was a factory-installed option on 2002 Cadillac Sevilles and DeVilles, meaning it was bundled with other options and was an easier sell to consumers. GM also factory-installed XM on 25 of its 2003 models, ranging from Cadillacs to Chevrolets. GM and other auto partners also sold XM's service at their dealerships. Sirius had BMW AG, DaimlerChrysler AG, and Ford Motor Co. in its camp. Until recently these companies mostly offered satellite radio through dealers, meaning customers had to request it and pay a few hundred dollars extra for installation. DaimlerChrysler was a Sirius investor, but its commitment was lackluster. Its first factory-installed Sirius radios were available on only a couple of models.
11 4899 2004 EarthLink has funded trials of high-speed fixed wireless and power-line networks, including a test that began last year with Con Edison in New York. The new technologies could go commercial within two years.
12 6141 2002 Alliance deals in store-sponsored credit cards and it's a niche business in the world of Visa and MasterCard.
13 7372 2000 Trend Micro's E-doctor business is an on-call service. It works with Internet service providers that offer anti-virus for their customers. This helps it sell much more easily without expense.

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