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||2080||1992||Pepsi did a promotion which offered buyers a $5 rebate on the home video release of "Home Alone." They gave customers money back, but tied in the all-family appeal of Pepsi to the all-family appeal of the movie.|
|2||3661||2001||As the mobile-phone market matures and profits decline, suppliers and service providers are encroaching on each other's territory in search of profits. Virgin Group's Virgin Mobile unit commissioned a custom-built unit by Sendo which features an extra key marked VX, for Virgin Extras. The key directs users to Virgin's other services.|
|3||3711||1989||Ford's Town Car ads will emphasize features. Ford wants to reassure owners that its new appearance doesn't mean it has lost its special features.|
|4||3711||1993||In 1993 Saab organized a series of fancy parties to unveil its new model to current Saab owners before introducing it to the general public.|
|5||3751||1988||Harley-Davidson organized the world's largest motorcycle group, HOG. Furthered its public visibility & offered a broad line of apparel & accessories w/ the H-D name & logo.|
|6||3949||1988||Demand for tennis products has been lagging as tennis lost 40% of aficionados in past decade. Penn says it has 52% of market, Wilson 38%. Wilson limits advertising to tournament programs and tennis magazines. Penn uses more aggressive advertising.|
|7||4512||1987||By the end of 1986, United offered 59 flights to 18 cities from Dulles, New York Air had 53 flights to 16 cities. Presidential, by comparison, offered only 35 flights to 14 locations.|
|8||5812||1997||McDonald's, anticipating a raid by rival Burger King, with what the fast food industry calls a "stealth" french fry, is launching a marketing barrage to protect its own fries.|
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