Demanding of Exclusivity. Segment Wants a Look Few Others Have.
A Final customer buying from an intermediary of the product The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.
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.
A. Needs for comfort and status
2. Status in the community
a. 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:
1. Distinctive style or appearance
c. Demanding of exclusivity. Segment wants a look few others have.
|1||2844||2003||Estee Lauder purchased Jane cosmetics line, typically sold in drugstores and such retailers as Wal-Mart. However, Jane has performed poorly under Estee Lauder's struggle to grasp selling to mass merchants and the limited potential of such a narrowly aimed target market of young buyers.|
|2||5511||1986||To distinguish its new luxury car Legend, Honda created a separate dealership network – Acura. In magazine ads, the association with Honda was mostly mentioned in fine print.|
|3||5961||1997||DM Management is a specialty direct marketer of high-quality women's apparel, accessories, shoes, gifts and cosmetics. The company currently markets its products through two discreet catalog concepts, Nicole Summers and J. Jill.|