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. Knowledge of company and company product
2. Familiarity with specific product
a. Customer knows of product but does not use it – Segment sees the product as:
|1||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.|
|2||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.|
|3||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.|
|4||4724||2002||Hotels.com 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.|
|5||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.|