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.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust
A process or procedure: A specific process apart from the company or product
| No. | SIC | Year | Note |
| 1 | 3465 | 1990 | Advertising for backup batteries plays on consumer fear of getting stranded. |
| 2 | 3678 | 1989 | AMP enjoys an approach advantage, spending about 8% of revenue on R&D by funding development work for major customers such as DEC, IBM, and others. The companies help engineer the connecting devices it hopes to supply. |
| 3 | 5812 | 1990 | Some restaurants deliberately announce longer waiting times, thus pleasing customers when the wait is actually shorter. |
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