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:

High priced

No. SIC Year Note
1 4724 2002 and Expedia give hotel owners a chance to reach travelers who aren't usually customers of their brand, a large group of consumers who are not brand loyal and who buy on price.
2 5311 1993 Target ran a series of ads that accused Wal-Mart of using misleading price comparisons in ads contrasting prices at the two chains.
3 5411 2004 In September 2004, Manhattan's Chelsea store, which caters to many college students, partnered with a nearby Apple Computer store to host a back-to-school event that it promoted on campuses. It served platters of finger foods and gave out freebies of its private label 365 Everyday Value brand.
4 5944 2002 Tiffany's high-end jewelry store is beginning to embrace the middle class, a risk for its exclusive image. Over the past decade, the retailer has almost tripled its stores in the U.S. and shifted its promotions to advertise more lower-priced goods.
5 6141 2000 Diners Club International is issuing its first new card in the U.S. in five decades. They are resuscitating another illustrious name from the past, Carte Blanche, a card also owned by Citigroup that is still in limited circulation but hasn't been marketed.

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