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 leisure activities outside the home

No. SIC Year Note
1 0 1989 R.J. Reynolds tailors the premiums it mails out to an individual's lifestyle, because it has an extensive database of info about customers. For example, the company mails golf balls to golfers.
2 2389 2002 Shoe designer Sketchers USA has strength in its flexibility in developing products that keep up with the latest fashions. However, on other fronts, the company takes it slow and easy. It's taken longer than most marketers for the decade-old Sketchers to license its name. But recently, top men's and women's hosiery maker Renfro became the exclusive licensee for a line of Sketchers-branded hosiery.
3 3021 2000 To nab women's attention, Reebok is relaunching several of its most popular styles from the 1980s, including what it calls its Classic line of aerobic and fitness shoes.
4 3651 2004 Apple Computer dominates the market for portable music players with its iPod devices. But it could face its toughest competition yet from Sony. Sony will sell a palm-sized device that uses a small hard-disk drive to store thousands of songs. Sony will sell its device under the Walkman brand and will be closely tied to Sony's Connect music download service. However, it will have to be great to unseat the iPod, as it is by far the best system available.
5 3652 2002 Universal Music Group, the world's biggest label, is expected to announce it has licensed music from its roster of stars–including Eminem, Sheryl Crow, Beck, Jay-Z and Usher–to the online music subscription service offered by Inc.
6 3711 2000 Strong futuristic lines have been applied to everything from concept vehicles to a new ad campaign and streamlined logo. Although this change may appeal to a younger crowd, it goes against most of what a typical Cadillac buyer wants, oversized comfort.
7 3711 2002 The Porsche brand, synonymous with sports cars, will soon be releasing a sports utility vehicle in the fall, just part of a grand plan to dramatically revise the brand's image.
8 3711 2003 The VW has kept the price of the Bentley low at $155,000 by adapting the engine and chassis from the $70,000 Phaeton and the all wheel drive transmission from the Audi. They hope to sell 2,000 a year of the GT model. A sedan is due later in 2004 and is expected to bring sales up to 6,000. Bentley is expected to report a net profit in 2005.
9 3711 2003 Toyota Motors Corp.'s Lexus division is re-launching the Lexus LS 430 with new technology and a new advertising campaign stressing performance to counter the competition from its rivals in the U.S. luxury car market.
10 3711 2005 Despite relatively flat sales volume and declining inflation-adjusted prices for many vehicles, foreign car makers see enormous, untapped profit potential in the US. Honda just launched its first entry into the pickup truck market in a bid to take out a slice of the outsize profits. Nissan says it's strategy is to compete in every significant market segment in the US and has built a factory in Mississippi to produce large pickup and sport-utility vehicles.
11 3861 2003 The makers of digital cameras have been advertising heavily, as competitors are trying to become the Kodak of the digital age. Sony, Canon, HP, and Kodak are among the companies. This year, digital cameras will outsell film cameras for the first time in the US. Lower prices, better quality products, and a clear understanding of the benefits of digital photography are driving sales. The market is fragmented, as Sony leads in cameras but HP leads in printing.
12 4813 1993 MCI announced a service that offers low-cost collect calls by dialing a toll-free number, 1-800-COLLECT. MCI boasted that its service would be 26% to 40% cheaper than traditional collect calls.
13 5812 1986 To woo hamburger customers, Taco Bell is spending $70 million on a national advertising campaign that calls its restaurants "the cure for common meal." The spots poke fun at hamburgers.
14 6141 1987 American Express announced a new kind of check for gift givers. It will be selling these checks, with check, card, and gold envelope for about $2.50. Like travelers checks, they will be cashed at millions of locations worldwide and refunded if lost/stolen.
15 7011 1995 Marriott sent direct mail ads to small customers, promoting lodging in Atlanta in spring of 1996.
16 7011 2003 To free up capital, the InterContinental Hotel brand is moving to a franchise-and-management model for the first time. Another aspect of the expansion is into resorts, with the goal of becoming a global luxury brand.

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