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
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use he product
Segments where delays are due to steps a customer must take. Segment must:
Transport customer or product
|1||5411||2001||Webvan, like other online shopping, is based on the thought that customers will pay a premium for home delivery. Webvan built huge warehouses and bought trucks to prepare for its customers; it didn't attract enough to cover costs.|
|2||6141||2002||On-line banking is just beginning to make money for banks. The payoff for customers is more convenience than cash since they don't get discounts on service charges. However, the Web makes customers more loyal to banks as online customers switch 40% less often.|
|3||7841||2002||While some customers may prefer the convenience of not having to go to the store to pick up the video, having to think ahead to order and then wait for the movie in the mail is likely to put off many people.|
|4||8011||2003||Most people still fill a prescription the old-fashioned way. The evolution toward doing this task online, a process called e-prescribing has been slow. Fewer than 10% or doctors send drug orders to pharmacies electronically.|
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