Acquire

Examples: We offer brief write-ups for each method describing a situation where the idea is used or implied. Use these supporting examples in order to expand your range of ideas. These examples are neither mutually exclusive nor collectively exhaustive.

We offer you both a short version and a long version of some of these segmentation concepts. We have enough examples of some of these concepts to expand the concept into more specific concepts with their examples. Use the short version to complete your innovation in less time. Use the long version for more in-depth brainstorming.

A Final customer buying from an Intermediary of the product. The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.

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.

1. Physical: Segment customers by physical needs. These segmentations identify the physical needs of individual customers and address the physical situation of the location where the product is purchased or used.
   1. Physical state of the individual customer: Segments of the general customer population may have different characteristics of sizes and of their ability or disability.
      1. Size: Segmentation by the size of the customers includes grouping customers by their dimension or weight. Short Examples>> Long Examples>>
      2. Ability/Disability: Segment customers according to the customer’s ability or difficulty in physcically using the product. Short Examples>> Long Examples>>
2. Emotional: Segment customers according to the personal emotional needs of the segment.
   1. Needs for comfort and status
      1. Comfort through the five senses Examples>>
      2. Status in the community Short Examples>> Long Examples>>
      3. Status through the recognition of customer’s individual requirements for product Short Examples>> Long Examples>>
   2. Needs to avoid sources of anxiety
      1. Risks in relationship: The customer segment needs reassurance it can trust Short Examples>> Long Examples>>
      2. Limitations set by time: Segment customers according to the causes of the limitations set by time Short Examples>> Long Examples>>
      3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns Short Examples>> Long Examples>>
      4. Health limitations: Find customer segments with health problems or concerns Examples>>
3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products.
   1. Knowledge of company and company product
      1. Familiarity with company and brand, crossing all products Short Examples>> Long Examples>>
      2. Familiarity with specific product Short Examples>> Long Examples>>
      3. Knowledge of product technology Short Examples>> Long Examples>>
   2. Understanding how product works with other products Examples>>

Basic Strategy Guide Users Go To: Step 12

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