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

Company Capability: Company capability that crosses all products
Function Leader: The company can be counted on to lead the industry in Function innovation

Size, speed and power

No.	SIC	Year	Note
1	3571	1990	Northgate's ads frequently pan competitors, criticizing IBM for poorly designed keyboards and Dell for charging more money for less powerful machines.
2	3571	1994	Tandem's strategy was to design powerful, huge computers that work only with one another, and sell them to corporate customers for the highest possible prices. After 20 years, it didn't work anymore.
3	3571	2004	A project by Virginia Tech to string 1,100 Apple computers has brought Apple some unexpected attention. While Microsoft dominates the PC market, the market for supercomputers remains up for grabs. Apple will upgrade its XServe server line to the new G5 chip and these computers will be adapted by Virginia Tech. Longtime leader in the supercomputer market, Unix, is losing ground to Linux and Windows. Apple's machines have Unix underpinnings which makes them appealing for the science and biotech fields. Markets for the supercomputers could include biotech, education, government and animation.
4	3572	2001	Scale Eight sells data storage using the Internet and is tailored toward web companies, especially those involved in moving data intensive forms of information, such as video and audio.
5	3674	2000	AMD has been beating Intel to market with faster chips and has been able to produce more of the high performance chips than Intel.
6	3674	2001	And this month, AMD rolled out yet another version, the Athlon MP, and a new companion chipset, which together enable PC-makers for the first time to offer workstations and servers with two Athlon processors working in parallel.
7	3711	1993	BMW avoids yuppie image, advertises that a better car makes a better driver, and helps support a 2-day training program at Skip Barber Racing School programs around the U.S.
8	3711	2001	BMW is attempting an unprecedented and highly aggressive product expansion, in which all of its models will compete based on their quality and technology rather than their price.
9	7372	1989	Microsoft began an aggressive advertising campaign targeted at Lotus. One ad tweaks Lotus for its lateness in introducing its new version of 1-2-3, and calls the existing version of 1-2-3 obsolete.

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