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:

Company will respond promptly

No. SIC Year Note
1 5511 1988 Ohio Suzuki dealers, in an attempt to restore confidence in the company's sharply criticized Samurai model, are offering a $1 million accidental life insurance policy free for one year to people who buy or lease the vehicle.
2 5541 1996 Caltex also advertises that its gas stations provide the cleanest restrooms – aimed at vacationing families.
3 6031 1995 Buyer brokers represent the home buyer's interests, in contrast with a traditional real estate broker legally bound to work for the seller who pays the commission and therefore may be more intent on selling listed homes than finding your dream house.
4 6211 1987 JP Morgan advertisement: stresses how hard JP Morgan listens to its customers, and builds "close and enduring financial partnerships."
5 7999 1989 Ticketmaster claims much of its success over Ticketron due to its focus on the West Coast, where so many entertainment promoters are based.

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