Intermediary Purchasing from the Producer of the Product
Obtain Steps: The Obtain steps include all activities preceding the selling of the product. These activities include the costs of identifying potential suppliers and stocking the product.
1. Physical: Segment customers by physical needs. These segmentations identify the physical needs of individual customers and address the physical situation of the location where the product is purchased or used.
1A. Physical state of the individual customer
|Corona entered the US market at a disadvantage for a while because it had no 6-pack. Sales picked up in 1985 when it introduced 6-pack packaging.
<<Return to Obtain Steps