Final Customer Purchasing from an Intermediary of the Product
Use Steps: Use steps include all the Final customer’s activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.
A. Needs for comfort and status
2. Status in the community.
Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
A particular tie to an aspect of culture
|1||4833||2004||Telemundo's telenovela plots weave in issues like heart disease, spousal abuse and other concerns in Hispanic communities. The plight of migrants is central to "El Alma Herida" about a family separated while trying to cross the Mexico-US border. Earlier this year, producers inserted into the script excerpts from President Bush's immigration speech.|
|2||4833||2004||Connecting with Latino immigrants, particularly Mexicans, is the core of the strategy. A diction coach works with actors to ensure they speak with a "Mexican neutral" accent. To keep telenovelas topical, Telemundo has created a job for a "director of community connection," who is supposed to follow local issues so that they can be translated into plotlines.|
|3||5331||2005||In a recent survey of 500 Hispanic shoppers, the majority, 36%, chose Wal-Mart as their favorite store. Wal-Mart's approach in appealing to Hispanic customers reflects the decentralized way the retailer runs its chain. It doesn't have a national manager of ethnic marketing unlike many other chain retailers. Wal-Mart uses a program called "store of the community," in which each category buyer is responsible for tailoring merchandise in their store to that store's individual demographic. The tailoring of merchandise is determined by Wal-Mart's inventory-tracking system. For instance, in South Florida stores, an area with a heavy Cuban population, Cafe Bustelo and Pilon coffee brands outsell Folgers, Wal-Mart's best-selling coffee overall.|
|4||5331||2005||The world's largest retailer is now expanding its efforts to attract America's fastest-growing immigrant group. Recently, Wal-Mart has begun running its monthly print ads in both English and Spanish and launched its own Hispanic magazine, Viviendo, which is distributed for free at 1,300 stores with high volumes of Hispanic shoppers.|
|5||5399||2005||Wal-Mart's new attempt to appeal to the Hispanic community is later than other retailers. Sears Holdings began its emphasis on targeting Hispanics in 1993 when it launched a magazine called Nuestra Gente. It was also first in creating a credit card geared towards Hispanics. Target also overhauled its merchandise mix in heavily Hispanic markets within the U.S. developing special marketing events and launching its own Hispanic magazine.|
|6||5411||1990||Fiesta Mart comes in three formats: Hispanic, general, and a new format that places great emphasis on fresh foods.|
|7||5961||1993||Spiegel hawked its regular wish book in Ebony & Essence magazines to create a mailing list for black women. Using this database, Spiegel tracked these customers' purchasing patterns, using what they bought as a guide to put together a new catalog.|
|8||7375||2000||Starmedia runs the largest Latino oriented web portal. The company offers chat rooms, search engines, and e-commerce targeted at Latinos through 19 different "channels". Yahoo, AOL, and Microsoft have all joined the Latin American internet fray last year.|
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