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.
A. Knowledge: Add knowledge
Company and products: Help customers recognize and recall name of company and its products
B. Create brand for company or product.
|1||1994||5411||Great Atlantic and Pacific Tea Company to consolidate the various store brands sold at the chains it owns under the name of America's Choice. America's Choice will receive a $2.7 million television and radio ad campaign.|
|2||2002||5812||The new sandwich shops treat sandwich making as an art with fresh-baked breads as the basis of their strategy. Panera employs professional bakers at $13 an hour to make bread from scratch throughout the day. Together Panera and Atlanta Bread Co. offer more than two dozen kinds of breads. The finished products feature fancy names.|
|3||1985||6141||Credit card affinity programs, where a credit card carries an exclusive affiiation with an organization, started in the early 80s.|
|4||2000||6211||E-Brokerages continue to compete fiercely for customers. Some are spending as much as $400 in advertising for each new customer added which is double the previous average.|
|5||2000||7370||QuickBooks users spend $500 billion annually, but are expensive to reach through traditional marketing channels. Intelisys will get around that by using the Internet. The Intelisys software automates the purchase-approval process.|
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