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
|1||2840||1994||Johnson is powered by heavy advertising. Consumers buy these kinds of products only a few times a year, so they're not highly sensitive to price competition. Johnson acquired Drackett Co. and now has a larger and different competitive set.|
|2||3571||1987||Analysts say Digital can price higher than General Corp because Digital already has many customers using VAX computers, and they are willing to pay extra for faster VAX s rather than rewriting software to run on lower-priced machines.|
|3||3571||1991||Dell holds on to customers through what it calls "direct relationship marketing". In addition to cutting costs, the company's phone sales strategy gives it direct input from customers – an important edge over competitors who rely on computer stores.|
|4||3571||2001||As hardware profit margins fall to zero, computers are turning into loss leaders. Vendors use them just to initiate a relationship with corporate clients, then they make money via ongoing management and consulting services. IBM is particularly successful.|
|5||3571||2002||IBM agreed to license its thin client technologies to Neoware, to stop making its NetVista thin client product line, and to name Neoware as its preferred provider of thin client appliance products. This deal cost Neoware 375,000 shares of stock.|
|6||3571||2003||The Palm Tungsten E is aimed at current owners of the Palm Vex, which became a hit after its introduction in 1999. The 4.6 ounce device has brushed metal case, a color screen, 32 MB of memory and an expansion slot for memory or add on such as a digital camera.|
|7||3572||1997||Quantum has unveiled plans to develop higher capacity DLT models in the future, and the competition will find it increasingly difficult to compete with its large installed base.|
|8||3679||1991||In 1990 Premier mailed a 1,200 page catalogue to some one million customers, listing all the products it has in stock. Since then, a sales staff of 1,000 has been following up the mailing with phone calls.|
|9||7011||2005||Hotels are taking control over their own reservations again, as opposed using discount Internet booking sites. They're improving their own Web sites, leveraging loyalty programs and giving fewer discounts to third-party Internet channels. Major hotels are now starting to book more of their reservations over the Internet than through 800 numbers.|
|10||7372||2002||Software sales could provide a buffer against falling hardware prices for tech company EMC. EMC gets money from the initial software sale and an annual maintenance fee. Plus, it has a foot in the door when it comes to selling new applications such as the automated storage provisioning tool announced recently.|
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