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.

Use non-traditional advertising in space available to many people

Put on public event

No. Year SIC Note
1 2004 5000 Companies like Pampered Chef, a cookware vendor, use in-home parties as their only sales channel. Pure Romance turned to in-home sales because its founder knew that women didn't want to buy sex toys from porn shops. Traditional companies view in-home parties as a way to supplement in-store and catalog sales. The Body Shop started signing on individual distributors and having them throw in-home parties in order to market its soaps and cosmetics. Even publishers like Southern Progress are using the parties to market pottery and glassware, prices ranging between $25-50.
2 2004 5331 This year Target marketed itself at two big metropolitan events. At Washington D.C.'s Cherry Blossom Festival, it sent out a fleet of it's iconic bull's-eye emblazoned rickshaws.
3 2004 5411 In September 2004, Manhattan's Chelsea store, which caters to many college students, partnered with a nearby Apple Computer store to host a back-to-school event that it promoted on campuses. It served platters of finger foods and gave out freebies of its private label 365 Everyday Value brand.
4 2005 5600 Bloomingdale's top executive transformed a second-tier store known for providing uniforms for Manhattan's domestic help to a trendy store known for providing a certain experience. Traub focused on publicity rather than traditional paid advertising, feeling that it leant credibility. Queen Elizabeth II and Prince Charles visited the store, ensuring wide-spread media exposure. Bloomingdales was also featured in movies. A China festival in 1980 boosted sales and brought more people into the store.
5 2001 5611 The future of the high-end retailer Brooks Brothers is uncertain due to a rough economic climate and a trend towards increasingly casual attire. However, the company is still trying to attract younger customers. It opted out of its traditional national advertising campaign this fall and instead marketed through in-store cocktail-parties across the country in conjunction with local charities. The events are meant to attract between 250 and 500 under-40 men for free margaritas, ministeak sandwiches and canapés. At the events the stores will be open with a 20% discount on all purchases from the evening.
6 2001 5611 Since the huge slump in men's retail Brooks Brothers has discontinued national print campaigns in favor of direct mailings and in-store events. The brand also sponsored and dressed Wynton Marsalis and the Lincoln Center Jazz Orchestra during its New York appearances and those at other locations in another creative marketing effort.
7 2003 6022 Commerce Bancorp is a bank that features theme days in which candy is passed out and a mascot greets customers. Its founder focuses more on customer service and mass marketing rather than on asset/liability matching and loan loss provisions.
8 2002 6211 E*Trade's CEO has embarked on a national tour promoting the new centers, the new brand, and a redesigned Website. Also, it promoted its new identity in full-page Wall Street Journal ads, making a virture of full service brokerage.
9 1986 7261 Cemeteries trying unconventional methods to attract business: Cedar Park has Easter-egg hunts, free burials for victims of drunken drivers, pumpkin-decorating contests, and an October special – buy one plot, get one for a penny.
10 1986 8062 NHI sends a quarterly newsletter to every household in the market area, free education and testing clinics, lunches for influential businessmen and politicians and "preferred provider" contracts with nearby employers.

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