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.
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
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:
Product will work
| No. | SIC | Year | Note |
| 1 | 6000 | 1990 | Some banks offer "image" advertising featuring posh offices. |
| 2 | 6282 | 2002 | William Blair is an investment bank that refuses to advertise. Instead, it lets its bankers make headlines. It recently guided J.M. Smuckers in its acquisition of Jif peanut butter and Crisco shortening for $731 million from Procter & Gamble. |
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