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
|1||1996||5112||BT doesn't operate a chain of stores to sell office products. Instead, it sells through catalogs and 78 sales offices and distribution centers.|
|2||1991||5160||Company sells almost entirely through catalogs, which are sent to researchers in universities. Catalogs stock 51,000 varieties of chemical compounds, makes ordering ready-made chemicals cheaper than creating them in the lab.|
|3||2003||5699||In October, women's apparel chain and cataloger Talbots rolled out Talbots Men's in a separate catalog. And last month it opened the first three Talbots men's shops, with plans to open three more by year-end.|
|4||1989||5712||Ikea spends nearly 50% of an estimated $10 million marketing budget on its annual catalog. This year, the 196 page book was mailed to 4 million prospective customers who live within an hour's drive of a store.|
|5||1990||5734||Computer superstores tend to advertise in daily papers, mail their own slick catalogs and even hire telemarketing teams to work the phones for corporate accounts.|
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