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:

Not good at Reliability and Convenience

No. SIC Year Note
1 5600 1999 To make up for lost time, Gap is turning to some tried-and-true methods to convert walk in shoppers to cybershoppers. In July, Gap held an in-store drive to get customers to submit their e-mail addresses. To spur shoppers to sign up, Gap offered 10% off and free shipping on their first online purchase. Gap's weekly e-mails plug specific merchandise and include links directly to apparel on Gap's Web site.
2 5600 2001 Coach does not expect that it will ever rely on Internet sales, but rather use the Internet as a forum for bringing shoppers into its stores.
3 5999 1993 One study found that sales rose sharply when items like coffee & toothpaste were placed outside their normal aisles on display racks. Coffee sales rose more than 500%, even with no coupons or price cuts.
4 6021 2000 Northern Trust wants to run 100 personal financial services offices around the country by 2003–that would put it in range of 40% of millionaire households. It currently has 81 offices in 12 states with an emphasis on the Sunbelt, where its clients retire.
5 6141 2004 The relationship with Citgroup is a "huge boost" for the Diners Club since it takes a brand with limited distribution network and more of a private-label status and gives it a national brand status.
6 7261 1986 Cemeteries are trying unconventional methods to attract business: Cedar Park has Easter-egg hunts, free burials for victims of drunken drivers, pumpkin-decorating contests, and an October special – buy one plot, get one for a penny.
7 7375 2002 AOL rocketed past rivals in the 1990s with its formula of blanketing America with sign-up discs offering a period of free service, then converting the users to paying customers. That strategy was supposed to provide the growth engine for AOL, but that growth slowed recently.

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