Final Customer Buying from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

2. Emotional: Segment customers according to the personal emotional needs of the segment

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:
Ethicity

No.	SIC	Year	Note
1	2000	1991	Campbell is pushing specific soups to particular audiences. The Campbell kids can be seen singing a rap song for a new line of kid's soups.
2	3571	1999	As part of its push into the Spanish-speaking market, Gateway will sponsor the Tapas portion of Miami's Hispanic Heritage celebration and hold small-scale fiestas at its Gateway Country stores. The firm also plans to be involved in computer programs at predominantly Hispanic elementary schools in Phoenix and San Gabriel, Calif. The company plans to have bilingual staffers available on the phone and Internet as well as at stores in most major cities. By next year, some 500 bilingual employees should be available, up from about 100 currently.
3	3571	1999	Gateway is budgeting a relatively modest $2.5 million for television and radio advertising campaigns between now and December. But if the company achieves its goal of becoming the clear leader in the segment, its spending on Hispanic marketing could rise to $25 million next year. The new TV ads, developed by Vidal, Reynardest & Moya, the Hispanic marketing arm of Interpublic Group of Cos.'s McCann-Erickson, will begin in November on the Univision and Telemundo television networks. The campaign also includes local radio spots and product ads in Spanish-language newspapers. The ads retain Gateway's folksiness while adding a strong dose of family aspiration. The ads also emphasize the company's Spanish-speaking sales and technical help and each finish with the theme "Tomarlo Personal," which means taking it personal.
4	3600	1990	Sony and Toshiba have opened Manhattan headquarters offices for their U.S. operations, to further raise their U.S. profile and better coordinate marketing efforts.
5	5812	1986	McDonald's uses advertising and community involvement to reach Spanish-speakers.
6	7900	1995	Some 80% of world skiers live outside the US. Foreign vacationers spend twice as much and stay twice as long. British now contribute 40% of revenues at Breckenridge spa. Ski the Summit targeted the British, next will target Germans.
7	7900	2004	In 1998, the manager of Mountain High ski resort near Los Angeles sought to revive the slopes by reaching out to African Americans, Hispanics and Asians through contests and advertising targeted at underrepresented groups. In 2003, visits had skyrocketed and 40% of patrons were of the targeted groups. Mountain High has increased minority representation in its advertising and its staff.

<<Return to Acquire Steps