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
A piece of equipment or product- a specific product apart from the company or process
Segment's recognition of third party endorsements- Segment is responsive to endorsers:
With an economic interest
|1||5699||1999||Scores of fashion marketers now use celebrities to publicize their brands in the minds of the public. But it was Giorgio Armani who made celebrity marketing an art form and took it to unimaginable and lucrative extremes. Before the mid 1990s, the tactic of enlisting luminaries as human billboards was unheard of in fashion. Designers typically draped their clothes upon beautiful models, not famous people. Armani changed all that. The most powerful platform for advertising for Armani was Hollywood. From the beginning, Mr. Armani made the stars the integral to his overall marketing plan. In the 1980 movie, "American Gigolo" actor Richard Gere was a walking Armani fashion show.|
|2||5912||1990||Some druggists are developing niche markets like joint ventures with hospitals to supply equipment for home health care.|
|3||5941||1997||Following the introduction of the Jordan brand of athletic shoes and subsequent sell-through, The Sports Authority hopes for another blow-out with the soon-to-be-introduced Iverson basketball shoes.|
|4||5942||2002||Web radio isn't the only online option. Amazon.com Inc., for instance, recommends artists based on customer ratings of various CDs.|
|5||5943||2001||Small companies are using Web sites like Staples.com to find outsourced business services, especially as the economy slows. They're drawn by the idea of saving time and money. That is good for Staples and its business partners like NowDocs. They give Staples.com a cut of every job sold via the Web site. "Small businesses always are in a recession because of their size…places like Staples.com offer ways to save money." Small business customers will buy $100 billion in professional services by 2003.|
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