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 segment uses a similar product: For home and leisure

Similar product from this company

No. SIC Year Note
1 2024 1989 Kraft is advertising its new fat-free ice cream as "non-fat ice cream," even though FDA standards say ice cream has to have at least 10% butterfat. They think the term is more appropriate and appealing than ice milk or frozen dairy dessert.
2 2043 1991 The big cereal companies keep up a parade of new products. Typically, they are either extensions of established brands, or copies of rivals' successes.
3 2300 1992 Lee is extending its brand power to new lines of clothing. They sold well, which retailers attribute to the Lee name.
4 2519 2005 The furniture industry will continue to take its design cues from the hip retailers known for their even hipper catalogs, including Crate & Barrel, Pottery Barn, and Restoration Hardware. It's not hard to copy their styles. Shoppers see a growing lineup of contemporary, colorful looks at their local furniture stores. The hipster stores are growing partly because they appeal to people who don't like to shop for furniture. Still, they often get beaten on price and delivery by the best traditional furniture stores, especially the strong regional players.
5 2800 2005 Procter & Gamble's Crest division will launch its new mouthwash, Crest Pro-Health Rinse. Though the Crest name has become almost synonymous with toothpaste, this is the brand's first foray into mouthwash.
6 2841 2003 Ad agency Ogilvy & Mather has come up with a print and television campaign that expands on the personal testimonials approach of Dove's other products. The ads, which begin running this week, show a series of women enthusiastically recounting how Dove's "weightless moisturizers" softened their hair without weighing it down. Four different print ads feature tresses of hair suspended in the air as if carried by the wind. One tagline reads, "Our new shampoos do more than moisturize. They defy gravity." The ads are designed to target women between the ages of 18 and 49.
7 3600 2005 Each of the major game console rivals introduced high-performance game boxes, holding press events on the eve of the Electronic Entertainment Expo. Nintendo unveiled the Revolution console and announced that it would debut a new portable game player in the fall – the Game Boy Micro. Nintendo has a 95% share of the portable gaming market. Each company promoted the "backward compatibility" of their consoles, which means that they can play games from current systems. In addition, each had enhanced online features, wireless controls, support for high-definition TV sets and the need to attract more casual gamers. Nintendo's console will allow access to 20 year's worth of Nintendo games. Sony's PlayStation 3 will play Bluray Disc Media, one of the high-definition successors to the DVD. The XBox 360 from Microsoft will double as a progressive-scan DVD player. To expand the $25 billion worldwide market, the companies must attract more families and casual adult gamers, expanding beyond its core demographic of 18-34-year-old men.
8 3630 1992 Mr. Coffee is making a water-filter pitcher that filters two quarts of water from the tap in 30 seconds to a minute.
9 3900 2004 Gillette Co. gave away thousands of Mach 3 Turbo razors to promote its innovative triple-bladed shave.
10 4512 1996 America West's flights to Mexico's western coast began as an experiment underwritten by a tour operator. It started with 8 flights weekly; now it flies 26 trips a week to western Mexico resorts, and will add 7 more on Friday.
11 4899 2005 For consumers, the long-awaited convergence of all communications and media into digital form is bringing the prospect of a single company providing everything via one high-speed pipe into their homes. In the long-term, especially in metropolitan areas, that could drive prices down.

<<Return to Acquire Steps