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
3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns
Segment's approaches to limit on spending
Segments who might face psychological spending limits
Preferences for or against rebates, coupons and points
|1||5541||1994||Sunoco offering a joint credit card with MasterCard which offers rebates on gasoline purchases.|
|2||6141||2002||Two of four new credit cards are specifically designed to appeal to people who prefer to redeem points for less expensive merchandise instead of airline tickets. They appeal to a group of customers that choose not to fly because of the high mileage points required.|
|3||7000||1986||Northwestern Business Travel offering cost-plus arrangements to corporate clients. Offers to rebate commissions, instead billing for actual expenses, plus a markup of between 15% and 20%.|
|4||7375||2002||Microsoft is launching a new advertising campaign to persuade America Online customers to switch to their Internet service, Microsoft Network. MSN will offer $50 rebates and a month's free service with a 12-month contract for those who change from AOL.|
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