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.

Create an unusual "theme"

Adopt a clever name

No. Year SIC Note
1 1992 2082 26% of Rolling Rock's sales are in restaurants and taverns. This is partly due to in-bar promotions, such as the "bucket of rocks"–six Rolling Rocks served in an ice-filled metal pail.
2 2001 4724 Cheap Tickets Inc., one of the largest online sellers of airline tickets and other travel fare, will introduce a new version of its Web site next month. It's also aiming an ad campaign at summer travelers.
3 2002 4812 In a survey, British consumers named Virgin Mobile as their country's highest-quality cell phone network. This network does not exist but the brand uses the same network as other carriers. Virgin hopes to find the same success in the U.S.
4 2000 5092's online arm of the 493 store chain, is showing the advantages of a clicks-and-mortar strategy. Financially the company is doing slightly better than The company will use PETsMART's warehouses to fulfill orders and the company will acquire some Net expertise.
5 2002 5169 ChemConnect is now the biggest online exchange for chemical trading, with volume of $8.8 billion in 2002.
6 2001 5331 99 Cents Only goes to great lengths to keep its stores clean. So word of mouth and gimmicky ads can lure first time shoppers. It sells name brand merchandise it buys from manufacturers who are using close outs and bargain stores to shed excess inventory.
7 2005 5411 Price Chopper's key point of differentiation is a sharp focus on perishables, an area where few players excel. It tries to present perishables in a way that really wows customers.
8 2002 5531 Retailer Autozone used to count on sales of replacement auto parts to drive its business, but it's not enough anymore. The company wants people to shop at its stores even when their cars aren't broken. Autozone sells auto and light truck parts, chemicals and accessories through 3,060 stores in the U.S. and Mexico. To attract customers, ads focus on maintenance rather than repairs.
9 2004 5700 Ajax Phila Inc. created a website for the business by using an off the shelf template. The website began driving most of the company's sales. Many of the queries were about using appliances in upscale homes and stainless steel professional style ranges. In response Ajax transformed the Web site into They increased the variety of appliances carried, and added two retail locations.
10 2002 5712 The president of the new, said the company will receive commissions on Web sales for its retail partners and that it will initially rely on print and broadcast promotions that mention for marketing.
11 2003 5735 AltiTunes operates a record store in 24 U.S. airports, including New York's JFK, Chicago O'Hare and Los Angeles International.
12 2004 5735 CNET recently reopened as a one-stop-digital music site where surfers can read reviews and legally buy songs from providers such as Apple Computer's iTunes Music Store and Roxio's Napster.
13 2005 5921 is an online retailer of wine and related products which spent around $1 million on Internet marketing services during the Christmas shopping season.
14 2001 5943 Siebel eBusiness Consulting was in a printing bind, so it decided to give a try. The Web site had links to partner companies that do printing, copying, and other services on short notice. Siebel clicked on NowDocs, an online print shop that lets customers upload word files from their personal computers with data on what they want done. The work is printed at the nearest service center and sent to the customer in 2-4 hours via express delivery.
15 1990 5961 Lands' End has instant name recognition.
16 2002 6211 E*Trade in 1982, started out as Trade Plus, a back-office software service for brokers and began competing with brokers at the time when investors became infatuated with the Internet. In 1996, Trade Plus turned into E*Trade.
17 1994 7200 800-FLOWERS's greatest asset is its impossible-to-forget name.

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