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 segment does not know product because the product is:
Untried by the segment

Segment has outdated experience of the product

No. SIC Year Note
1 5251 2004 Home Depot's alliance with AARP includes merchandising, marketing and educational initiatives to help people make their homes safer and easier to live in.
2 5331 2001 In response to intensified competition for the business of middle-class Americans, department and chain stores are working to improve offerings and capture more of their clientele’s money from specialty shop rivals. Kmart is extending its popular Martha Stewart line through 2008 and recently signed exclusive apparel deals with Joe Boxer and Disney.
3 5599 1991 Some dealers are giving away services in hopes of attracting more business. Radley dealerships offer free oil change.
4 6211 2002 Schwab charges $400 for an analysis of client's holdings and a couple of hours worth of advice. Schwab also manages a client's money for a yearly fee based on assets.

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