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 te 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

Style

No.	SIC	Year	Note
1	2300	1997	Levi Strauss & Co. is launching one of its most expensive campaigns ever to maintain market share in the increasingly cutthroat jeans market. The brand-building efforts will include the most expensive advertising campaign ever, focusing on image.
2	3089	2001	New technology allows Brunswick to print images and designs on bowling balls. The Viz-A-Balls run at about $140 for plastic, up from $80 for typical balls. The company is selling the balls through an e-commerce website and pro shops. Current advertising remains in bowling publications and shows.
3	3571	2003	Hewlett-Packard is gearing up its PC lines by trying to out-engineer Dell with more features and sleeker machines targeting specific markets. The new machines drop the Evo brand name that was used by Compaq, which HP bought a year ago.
4	3571	2005	The Mac Mini is a minimalist aluminum box, six inches square and two inches tall. Apple downplayed its PC capabilities and emphasized the Mini's other uses as a music server for a car, a dedicated internet port for the kitchen, a mobile recording studio for the band, a back up device for photos, a TiVo like recorder and digital entertainment hub for the living room. Apple faced a marketing challenge because most people used Windows based PCs and the public's opinion of Apple was that they were overpriced and out of step. The company stealth positioned the Mini as a competitively priced machine that can go head to head in the low end PC market. Apple did not affiliate the product with a specific alternative category instead it simply suggested it was not a PC. Their strategy disassociates the Mini from other low-priced commoditized PCs and leaves future marketing options open.
5	3630	2004	GE, Whirlpool, and Frigidaire sell most of their appliances for $400 to $600 on average. Sub-Zero refrigerators sell for $1,600 to several thousand dollars each. More than half of Viking's products sell for more than $1,600.
6	3663	2004	Samsung's strategy of staying focused on the high-end consumers and building a brand name image around that niche market has been economically beneficial. One of the keys to Samsung's success has been its ability to roll out new features faster than rivals.
7	3663	2004	Fashion is also a big part of Samsung's strategy. The company has showcased its products in upscale venues including the Guggenheim Museum in New York and Versailles palace outside Paris. Samsung plans to role out more than 130 models this year.

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