Final Customer Purchasing from an Intermediary of the Product

Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

A. Needs for comfort and status

2. Status in the community

Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
A particular tie to an aspect of culture


No. SIC Year Note
1 5331 2004 Taobao Chinese online trading site remains free of any international partners in order to keep catering to the preferences of Chinese users.
2 5351 2005 Mexican-Americans make up about 58% of the U.S. Hispanic population, and Wal-Mart de Mexico's 697 stores and restaurants in Mexico help expose immigrants to its brand before they arrive. In addition, Wal-Mart's U.S. and Mexico buyers and executives are working together more to target both Mexicans and Mexican-Americans.
3 5734 1999 Gateway Inc. is expected to launch the personal-computer industry's biggest-ever ethnic-marketing effort, a broad initiative involving Spanish-language PCs, software, Internet services and advertising campaign. The effort will kick off in Miami and Phoenix and quickly expand to each of the top 10 U.S. cities with substantial Hispanic populations. The company is launching its campaign as a new study finds Hispanics second among U.S. ethnic groups, behind Asian-Americans, in the percentage with access to the Internet. The bulk of Hispanic PC purchases today are equally split among Compaq, Gateway, International Business Machines, and Apple Computers.
4 5812 1986 Burger King is running ads on a Spanish channel.
5 7011 1986 Keystone resort is trying to attract Hispanic skiers by staging a Ski Fiesta in January and supporting Puerto Rico's two-member Olympic ski team, which trains at the site.
6 7011 1990 HBR has changed the way it advertises. Instead of advertising in expensive general-interest & in-flight magazines, the hotel group has printed up brochures targeting Japanese tourists; it is also advertising in publications such as Modern Maturity.
7 7900 2004 NBC paid $2.7 billion for Telemundo in April 2002. In two years, it has tripled its investment in prime-time programming to $60 million this year, enabling Telemundo to produce original shows and hire new managerial and artistic talent. For example, Telemundo recently wooed Mexican telenovela heartthrob Mauricio Islas from Televisa to start in it's latest telenovela.

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