Final Customer Purchasing from an Intermediary of the Product
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.
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
Other parts of culture
| No. | SIC | Year | Note |
| 1 | 5942 | 1998 | The Avid Reader, a small bookstore, has been forced to innovate due to superstore competition. Its strategy is to emphasize its local roots, increase visibility, and improve customer service. |
| 2 | 5942 | 2004 | Joseph-Beth tries to distinguish itself from the national chains by emphasizing local roots. Its Lexington store carries about 1,000 books about Kentucky and books written by Kentucky authors. |
| 3 | 6022 | 2001 | While most banks are merging and becoming international giants, First Federal Bank of CA is choosing to stay local in L.A. It doesn't even have a website yet, despite the trend towards online banking and voice mail services. |
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