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 personal achievement
Improvement in leisure pursuits and hobbies
|1||5000||2004||Products best suited for in-home selling are those that need explanation. Tomboy Tools for Women fall into this category, as women often feel uncomfortable buying hammers and drills from huge hardware stores. Tomboy's in-home demonstrations show women how to use 50 different tools. Their 2004 sales are expected to rise 15% from last year's $500,000. Creative Memories, which sold $400 million in photo and scrapbook supplies in 2003, has parties where guests learn how to preserve photos on acid-free paper. Men are also involved in these parties, as ProShopathome has parties for golfers.|
|2||5621||2001||To increase brand recognition, Chico's is testing television ads on such shows as Martha Stewart Living, The Oprah Winfrey Show, NBC's Today show and ABC's Good Morning America. Its target market is women aged 35 to 55.|
|3||5731||2001||Central to high end electronics retailers' success is their extensive staff training.|
|4||5940||1987||Many backpacking stores – such as North Face, Marmot Mountain Works and REI – trying to win new customers by organizing weekend backpacking trips, sponsoring ski competitions and bringing in sports celebrities to sign autographs.|
|5||6021||1989||In a new program for young adults, NCNB offers a pre-approved car loan and a special cash-flow statement to help in saving money.|
|6||7375||2000||Infoseek Corp.'s Go Network portal, Go.com, is being redesigned to become more focused. Instead of being a general portal like Yahoo and AOL, it will target entertainment.|
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