Final Customer Buying from a 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 product is: Untried by the segment

Segment has outdated experience of the product

No. SIC Year Note
1 2085 2002 Absolut Vodka has been one of the most profitable spirit brands in the world since they reinvented their campaign strategy with watch works, cheese, baseball bats, yellow cabs, and electronic organizers in the shape of an Absolut bottle. When their campaign started in 1980, they had 0.1% of the U.S. vodka market and imported 740,000 cases a year. Now they have 11.7% of the market and import 39 million cases a year. The company is owned by Sweden's V&S Vin & Sprit.
2 2844 1987 Eclipse has gone so far as to name its new sun block Skin Cancer Garde. Advertisements include a warning by the Skin Cancer Foundation about the dangers of too much sun.
3 3011 1988 Most tire manufacturers produce commodities. Only Goodrich uses brand names to identify its products–TempRite, Quick Break, Blazemaster.
4 3711 1991 Sterling is offering to buy a $2 million estate for any Sterling owner who finds a comparably priced car with more features.
5 3711 2002 GM aims to create a new distinct look for Cadillac and to return the brand to its previous top-of-the-line, All-American glory. The result is the new "Art & Science" look of Cadillac with sheer, angular lines and technological prowess. This edgy new look was not only to differentiate Cadillac from other luxury brands like BMW and Mercedes but also from other GM brands, specifically Buick. Buick owns the trademark of elegance while Cadillac is now scientific and bold.
6 4481 1991 Cruise operators sometimes offer special promotional fares in a specific region of the country.
7 4724 2004 Executives at Hilton Hotels are aware that a high number of potential online consumers abandon their purchases in mid-transaction. Last year, Hilton rebuilt its site to make it faster and added a reservations feature called "Push to talk," in which consumers can talk to an agent via their computer or request a return phone call.
8 4832 1991 KKSF carefully targeted 150,000 Bay Area residents – chosen for their demographic and geographic desirability – to receive a cassette in the mail with a mix of music they're likely to hear when they tune in to the station.
9 7011 2002 Another solution for Choice would be to put money into marketing the brands, some grabby commercials that draw hotel owners as well as travelers. It's most memorable campaign "Celebrity in a Suitcase" featured folks like a retired House Majority Leader.

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