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

Send catalog

No. Year SIC Note
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.

<< Return to Acquire Steps