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.

3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products.

A. Knowledge of company and company product

2. Familiarity with specific product

Customer knows of product but does not use it – Segment sees the product as:
Not good at Reliability and Convenience

No.	SIC	Year	Note
1	0	2001	Online brokers don’t have the barrier that limits growth by how many human brokers a company has. Instead, they spend heavily on nationwide marketing campaigns to spur account growth and on computer systems and customer service to accommodate booming Internet transactions.
2	2000	1989	Consumer hotlines help increase sales. Many callers simply want to know where they can find a product they've heard or read about.
3	2711	1998	The newspaper industry has spent the past 3 years reinventing itself. Last year, total circulation increased by 0.072%; it is the industry's first sign of growth in ten years. The secret to the industry's resurrection is simple: it got tough. Publishers realized that selling newspapers needs relentless marketing like going door to door to sign up new subscribers.
4	2800	2001	Big consumer companies like Johnson & Johnson and Estee Lauder bought these companies, not expecting to make a lot of money, but to use the Web sites to bond with consumers and advertise products regardless of whether customers ultimately bought them online.
5	3651	2004	For the iPod's Singapore launch in 2001, Apple plastered the city-state's main shopping district with ads. Creative's response in its own home base finally came last month, when it began sponsoring a children's TV show and running its first-ever televised ad campaign, limited only to Singapore. Creative's founder and chief executive, Sim Wong Hoo, describes himself as "stingy" and he "[doesn't] want to waste money unless [he] knows] it's going to work," the same problem many Asian companies face in the global market. Creative had never run a TV or newspaper "identity ad" before this year.
6	3711	1987	Chevy's 500-car giveaway promotion conducted with Procter & Gamble is paying off for a lucky few. One dealer says more than a dozen prospects a day, carrying plastic keys from P&G products coming to the dealership hoping to win a Corsica or Beretta.
7	3711	1994	GM in 1992 joined with MasterCard to offer the GM card. As a result, GM now has a database of 12 million cardholders, and it surveys them to learn when they plan to buy a car/truck. If those surveyed plan to purchase, GM then mails out information on its auto lines.
8	3711	2002	General Motors, is on track to make its goal of reducing problems, defined as customer complaints about noises or fuel consumption. Chrysler is also making a major push to improve quality to help hold onto market share.
9	4813	2003	Local phone companies still have the advantage because they provide 97% of the DSL going into homes. They also make customers buy local-voice calling plans along with their DSL.
10	5812	1986	Taco Bell is enlivening restaurant openings: the London opening featured a Mariachi band.
11	5812	2001	Jack in the Box sold 5.5 million "Jack Holiday Ball antenna toppers" that cost 99 cents or are free with a Sourdough Jack combo. The company has sold more than 14 million of these since it started in 1995.
12	6141	2004	The partnership of MasterCard and the Diners Club Card is an extension of MasterCard's relationship with Citigroup, one of the largest issuers of MasterCard products, including American Airlines Advantage card.
13	7011	2001	Choice Hotels' franchising model gives the company downside protection when demand wanes. This means it's not dependent on incentive fees or profitability at its hotels. Choice brands compete with Marriott, Hilton, and Sheraton units. These rivals have more brand recognition. But Choice recently rolled out a branding program to spruce up its image. The program includes new logos and plans for the company to break into high-barrier markets too. It claims it has demand there.
14	7929	1992	Older rock stars are being promoted through news and public-affairs shows, where boomers are watching.
15	8700	1991	H&R Block makes its products/commercials more palatable to tax-averse citizens by doing joint commercials with other companies and products (like Excedrin).

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