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:

Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:

Product will be available and delivered as promised

No. SIC Year Note
1 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.
2 5200 2003 A big part of Home Depot's success story has been the energy its managers customarily invested in taking command of their stores, ordering as many hammers and faucets as they thought their customers expected.
3 5731 2004 The main driver of reputation on the Internet is fulfillment: how quickly an order is shipped, whether items are reliably in stock, how easy it is to find what you need and to return it if it's not what you wanted.
4 5945 1988 Toys R US offers larger quantities of scarce toys, because of its clout with toy makers.
5 6211 2002 Schwab is waging a war on Wall Street with its new marketing campaign that is accusing its rivals as corrupt and shows itself has an honest financial adviser.
6 7319 1993 More and more commercials are promoting consumer loyalty by spotlighting testimonials from dedicated customers.

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