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.

3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products

A. Knowledge of company and company product

2. Familiarity with specific product

Customer knows of product but does not use it- Segment sees the product as:

Missing a Function

No. SIC Year Note
1 5311 1990 Both JC Penney and Sears are trying to revitalize sales by trying to project an image that's a step up from vanilla. They are stocking more national-brand goods and running slicker, more stylish ads to herald the change.
2 5311 2001 Burlington typically displays apparel, accessories and luggage on circular racks and shelves on an open floor. Mr. Lowell's in-store boutiques stand out against the adjacent shelves of discounted bedding from big brands such as Ralph Lauren and Fieldcrest.
3 5411 1997 Retailers are attempting to invigorate their sales of juice with new food department layouts that showcase products.
4 5611 2001 Brooks Brothers has been hoping that business attire will be coming back into style, launching ads that feature the slogan "Back to Business." The ads show off new updated classics such as "BrooksEase" suits.
5 7900 1997 Weiland's updated its image by replacing its sign in the front, changed the name to Weiland's Fun Center, and drove around town with a bowling pin on his car's roof. Sales have risen 10% annually since 1993.

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