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
Convenience Leader: The company can be counted on to be the industry leader in Convenience innovations – Segment interested in company with leading:

Differentiation – Segment understands relative benefits of product

No.	SIC	Year	Note
1	0	2003	The relevance of a corporate brand is determined by the business strategy. When it changes, the corporate brand itself needs to be altered. UPS expanded from being perceived as a U.S. based company to a global provider of distribution, logistics, and financial services. IBM has evolved from being an "e-business" company to "on demand" a concept that computer resources should be available to the user on demand and not stay idle when not being used.
2	0	2004	Adobe was successful because it was able to complement power players. Acrobat took advantage of the multiple hubs, piggybacking on some of their products. For instance, Adobe signed an agreement with Microsoft, whereby the giant agreed to bundle Acrobat with its operating system for PCs. The Acrobat reader complemented but did not compete with Microsoft's Word and Internet Explorer because it did not have the ability to create or modify content. Adobe also allied itself with AOL and, in turn, was able to offer enhanced service. And the Internet's most popular search engine, Google, agreed to "crawl" Acrobat documents during searches, which gave Acrobat more visibility even as it enhanced Google's reputation for conducting comprehensive searches.
3	3651	2004	Although they haven't much dented the iPod's appeal so far, a horde of rivals, including Dell, Sony, Virgin Electronics, and Samsung, will offer more than 100 iPod wannabes this season. Moreover, Microsoft recently announced new technologies that allow most of these products to work with dozens of online music services that compete with Apple's iTunes Music Store.
4	4512	1986	Delta will spend about $18 million over the next 10 years for a promotional tie-in with Disney World, replacing Eastern Airlines as the official airline of the amusement park.

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