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.

Knowledge: Add knowledge

Company and products: Help customers recognize and recall name of company and its products

C. Attract attention of customers to brand name.

Approach customers individually

Use direct mail or email

No. Year SIC Note
1 2001 4800 EarthLink's strategy has been to expand through acquisitions and marketing. Besides buying up mom-and-pop shops in recent years, it has made two larger acquisitions: MindSpring and It also has relied on direct mail to get software to potential users.
2 2002 4800 AOL rocketed past rivals in the 1990s with its formula of blanketing America with sign-up discs offering a period of free service, then converting the users to paying customers. That strategy was supposed to provide the growwth engine for AOL, but that growth slowed recently.
3 2000 5092 Marketing is very important because the pet supply business has such thin margins, companies need to sell more than just dog food. Companies rake in on extras, such as collars and dog beds. One strategy the online stores have is to send e-mails to customers highlighting whatever they have on sale.
4 1999 5300 is forgoing advertising this year and is mailing out hundreds of thousands of catalogs in order to avoid being lumped in with all the other dot-com advertising.
5 2002 5942 Amazon offers customers a chance to send friends a customized copy of their purchase and an opportunity to buy the same items at a discount of 10%. If the third party purchases the item, the original customer may earn credit towards additional purchases. This promotion runs for a limited amount of time. This helps the company draw in new customers and gives legitimacy to the promotion as it comes from a familiar name.
6 2001 6141 Capital One is the 9th biggest credit card company and it brought in three times as many new customers in the last three months of 2000 as any other credit card issuer. It also sends triple the amount of mail to homes as does Citigroup.
7 2001 7841 Hollywood Entertainment struggled in 2000 and was forced to change strategies: it moved its marketing dollars back into direct mail.

<< Return to Acquire Steps