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

Customer segment uses the product:
For home

No. SIC Year Note
1 2000 1994 Kraft has amassed a list of more than 30 million users of its products who have provided their names when sending in coupons or other promotions. It regularly sends them recipes and coupons for specific brands.
2 2000 1996 Kraft extended its Yuban coffee brand, test-marketing gourmet varieties like African Safari Roast.
3 2082 2000 Budweiser has a rich heritage and is the market leader within the beer category. Budweiser can use the heritage using symbols as the Clydesdales and programs such as the campaign against drunk driving and beer in school. The product brands Budweiser and Bud Light can inject energy into the brand by finding new ways to be young and relevant. They break out of the media clutter with different brand building themes such as the lizards, Was-Up, and the others that appear in advertising.
4 2111 1994 The tobacco industry is increasingly focusing its advertising on smokers, instead of the broad masses of viewers & readers who may be indifferent or even hostile to their pitches.
5 3089 1999 Tupperware will launch online sales of its products, putting the company in competition with its independent sales representatives. The company's Web site,, will start offering online sales of a limited range of products.
6 3571 2001 Apple Computers has been experiencing some success in upgrades for its 25 million customers.
7 4813 1987 Local phone companies advertising reasons to call: "thank you" calls, "don't be lonely" calls, "good wishes" calls. Illinois Bell says that its test marketing indicates a 5% to 10% increase in calling volume as a result of its year-old campaign.

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