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 does not know product because the product is: New on the market

An original product

No. SIC Year Note
1 2000 1995 New types of product sampling programs are evolving, in which products are packaged together for greater effect. Co-Op has packaged a single serving of Alberto-Culver's Molly McButter in its Success Rice.
2 2082 1995 Adolph Coors uses its Web site to imbue its Zima malt drink with a cult-like aura, inviting visitors to receive T-shirts and caps, and penning a serialized story featuring Zima-loving characters.
3 2096 1990 Nabisco's Graham Bites (new product) were initially packaged similarly to old graham crackers. They didn't sell. So they brightened the box to yellow and changed the product name, which increased sales.
4 2800 2004 Procter and Gamble has created a new category in the dental department called the teeth whitening system with Crest white strips which are peroxide coated strips that adhere to a customer's teeth and Crest Night Effects paint-on gel.
5 3420 1992 When Gillette created Sensor, it shifted to media advertising, to build brand image, rather than spending on promotional expenditures.
6 3576 2004 At an event at Silicon Valley's Computer history museum on May 25, Cisco Systems CEO will unveil a product that the industry has been anticipating for the past two years: a top-of-the-line router code-named HFR, for "huge fast router."
7 3674 2000 Lucent and Motorola teamed up two years ago to create a new DSP architecture called StarCore. To defuse interest in StarCore, ADI has introduced a similar product called TigerSharc and TI has done the same.
8 3674 2002 Radio frequency identification (RFID) could allow for product tracking outside the stores. Individuals could use handheld devices to track items seen on the street and then research and purchase them.
9 3674 2003 Altera is a chipmaker that started out in 1984 with only 20 employees. It started its business by creating a new chip called a complex programmable logic device. It hired "Mr. Spock" to advertise the device at a trade show.
10 3711 2002 The same GM-designed transmission that BMW uses under license in its $45,000 5 series will be used in the newest $35,000 Cadillac CTS sedan. GM created the high-quality transmission several years ago but had no suitable car for it until the CTS, called a close second to the high-performance 5 series.
11 3711 2004 In 2003 Toyota unveiled an online service that lets prospective buyers of its new Scion models chat in real time with customer reps.
12 3751 1986 During the company's early days, Schwinn spent a lot of time on the road looking for bicycle enthusiasts to recruit as salesmen. Then he'd teach them about the quality of his bicycles. In 1896, he signed John Johnson, an emerging star from Minneapolis, to represent Schwinn and ride only his bikes in races. Whenever Johnson and Eck, Johnson's trainer, won, Schwinn bought full-page ads in cycling publications to promote them and his bicycles.
13 3999 1997 In the traditionally functional category of food, companies such as Ben & Jerry's, Mrs. Fields, & Starbucks have tried to gain an edge with designer flavors & innovative concepts, and clever product names.
14 5812 2001 To appeal to calorie conscious consumers, Subway introduced a line of seven low-fat sandwiches in 1998. To spearhead this campaign, commercials followed college student Jared Fogle's Subway diet. The ads were a success and sales climbed 19% in 2000.
15 7375 2001 allowed musicians to create their own promotional websites where they could upload music, graphics, bios and contact information. This offered unsigned musicians a way to put their music before the public. The site would profit from online advertising.
16 7922 2005 Rent, which cost $3.5 million to produce, has grossed about $200 million to date. It focused on a younger crowd with a story about drug addiction and AIDS. The producers focus on marketing to a younger crowd; a key part of their strategy is drumming up media coverage, especially on TV. They try to make news that gets their shows off the arts page and into the attention of most of the public. They also lower prices closer to show time to keep theater seats filled, advertise on ethnic radio stations, and have fliers in their shows handed out in bars and nightclubs. They have spent thousands of dollars distributing textbook covers featuring artwork of their shows to high-school students. They also had theme nights for De La Guarda, targeting specific audiences, such as a Boys Night aimed at gays and featuring free beer.
17 7922 2005 A Broadway musical producer, urged his partners to offer a limited number of $20 front-row tickets to attract a younger crowd to "Rent." For "La Boheme," he incorporated ads into the set. Last year, he marketed "Avenue Q" with e-mails and ads that said "Warning: Full Puppet Nudity."

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