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
2. Familiarity with specific product
Customer knows of product but does not use it – Segment sees the product as:
|1||2111||1993||Philip Morris is advertising its price cuts with a major new campaign. Ads are direct, informing customers that companies are competing on price.|
|2||3571||1990||Dell has been running ads mocking Compaq's high prices as "lunacy," and IBM has been publicly boasting that its machines are faster and cheaper than Compaq's.|
|3||3571||1990||Apple is launching a $40 million marketing campaign, including 6 TV commercials intended to dispel the perception that Macintosh computers are expensive and hard to connect to other computers.|
|4||3571||2001||The average price for the Compaq iPaq Pocket PC is $500 vs. $209 for the Palm. Compaq is gaining customers in the corporate market who want more capable devices for accessing e-mail and business applications. Consumers also like the iPaq Pocket PC for its bright colorful screen, faster PC synching and ability to play MP3 music files.|
|5||3571||2003||Apple's shares of the U.S. consumer market have jumped from 2.2% in 2001 to 3.9% in 2002 because of the rollout of 51 Apple retail stores and the campaign aimed to switch PC users to buy Macs. The company has gained 23,000 new customers since the ad campaign.|
|6||4833||1998||Networks also argue that they can still reach every corner of America, something cable companies still cannot duplicate. NBC says it reaches 59% of all adults under the age of 50 in a single week, 21% more than the top 10 cable networks combined.|
|7||7372||2000||In December 1999, Oracle software company cut prices to corporate customers by 40% to 50% for its new Internet database 8i, hoping to stimulate demand.|
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