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
Price Leader: The company can be counted on to lead the industry in price related innovation
|1||5311||1993||Wal-Mart no longer claims to have "Always the low price. Always." Now its slogan is "Always low prices. Always."|
|2||5311||2001||Appealing to middle America homeowners on a budget, Christopher Lowell centers his collection on bedding packages starting at $149-$299. There are also curtains and designer paint.|
|3||5331||1989||Carrefour hypermarket is now consistently advertising price promotions in local newspapers; Carrefour initially didn't use the local media well.|
|4||5900||2000||In web based photo services, Kodak's joint venture with AOL "You'veGotPictures" flopped. Fewer than 5% of AOL' s members used it. Sites like SnapFish and Ofoto were giving away the picture sharing for free while You'veGotPictures" charges $7.|
|5||5912||2000||New London Pharmacy fought back against chain competition by advertising their rock-bottom prices in neighborhood newspapers and offering coupons at senior centers.|
|6||6141||2001||Providian Financial's customization allows it to do a better job giving the best terms, rates, fees, and benefits.|
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