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

3. Knowledge of product technolgy

Above average – current customer. Members of the segment are:

Regular non-expert users

No.	SIC	Year	Note
1	2000	2005	Coke management is hoping that Diet Coke with Splenda will bring new customers to the brand as well as gently push existing customers toward Splenda. The new Diet Coke product will feature a special yellow band on the front label with Splenda printed on it. This kind of information is usually hidden. PepsiCo is making a similar move, replacing the aspartame in its one-calorie Pepsi One with Splenda while leaving aspartame in its regular Diet Pepsi. Sales of Splenda (sucralose) are sky-rocketing while aspartame seems to be fading out. "It's made from sugar so it tastes like sugar."
2	2650	1990	U.S. milk drinkers rejected Tetra Pak's carton, favoring the familiar easy-opening steeple-shaped carton.
3	2750	2002	Donnelley hired scientists skilled in tracking eye movements to prove that yellow-page readers flipping through directories were drawn to full-color ads. Donnelley artists put the findings in a fancy brochure and offered all directory customers free seminars on how to sell the expensive ads to small businesses.
4	3571	2002	Those who use PCs at work, are proficient and familiar with their operating systems will definitely be more likely to purchase a PC for home; Macs are generally more expensive and require learning how to use an entirely different system.
5	3600	2004	PC makers have been marketing their boxes on the basis of gigahertz, or how quickly the microprocessor runs applications. Now the computer industry is moving into consumer electronics. They are wooing consumers with a barrage of arcane statistics touting everything from battery life to music quality as measures of performance.
6	3651	2000	Sony Corp. is launching two new hand-held computers in Japan and in the U.S. market. The devices use application software developed by Palm Inc., which struck a licensing agreement with Sony last year.
7	4512	2003	America West has installed lowest-fare search technology on its Web site that will find the cheapest seat for customers on their preferred travel dates or surrounding days, a move most other carriers haven't yet adopted on their own individual sites.
8	4813	2003	Verizon Wireless Inc. said its third-quarter revenue jumped 18%, as it added 1.4 million subscribers and 100,000 customers for its new push-to-talk service. The nation's biggest wireless carrier, Verizon launched a push-to-talk service on Aug. 14 that competes with Nextel Communication Inc.'s popular Direct Connect product. That means Verizon added 100,000 push-to-talk customers in just over six weeks.
9	4899	2004	New technologies like digital and HD television and internet are increasing demands for more bandwidth. Therefore, developers are seeing installed fiber-optic cable networks as something future home buyers will demand. Pulte homes announced a marketing agreement with Verizon to install fiber-optic cables in four Pulte developments in California. Fiber-optic cable systems are within reach of 970,000 homes in North America, a number than has dramatically increased.
10	5812	2003	In an effort to cater to an increasingly carb and calorie conscious clientele, Applebee’s is launching an initiative that offers a Weight Watchers menu.

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