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.
B . Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust
|1||3571||2000||Apple Computer's latest digital lifestyle software, such as iMovie and iDVD, will not have naturally high customer demand because of its innovative and unprecedented nature. Instead, such programs must be sold to the consumer through actual contact. Consumers must be able to "test drive" these programs.|
|2||4724||2001||Orbitz is a new competitor in the travel industry and is owned by the airlines. It claims new technology that will allow it to search 100,000 times as many options as the other sites can search.|
|3||4841||2000||The general operating principle of video-on-demand is that cable operators store movies as computer files on a server. One server can simultaneously deliver a copy of the same movie to up to 20,000 customers.|
|4||5411||2003||A survey in the September 2003 Consumer Reports ranks Wegmans as the second best supermarket chain after Raley's in California. Wal-Mart comes in 25th.|
|5||6211||2002||Traditional corporate bond issues held by institutional investors trade infrequently making it harder for individual investors to get competitive pricing. Most individuals as a result have bought bond mutual funds. Medium term notes go on sale every Monday with a price that remains constant for an entire week, thus removing the pressure to buy now and allowing investors the opportunity to shop for bonds that best meet their needs.|
|6||7375||2001||If the deal is approved by HotJobs, Sunnyvale's Yahoo would immediately become the Internet's second largest job board with nearly 7 million resumes posted. Only Monster.com would be bigger with 14 million resumes.|
|7||8082||1997||Market leader in a $2 billion market-Matria Healthcare is the only company focusing solely on maternity services and home care.|
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