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
Seek favorable placement in third party media
|Dayton Hudson is betting more than ever on Santabear by trying to turn it into a national brand: lunch boxes, clothing and wrist watches. Now a hardcover book available and a televised version of the Santabear story was broadcast nationally last week.
|For a time in 1983, a Fiesta store was decorated with a $500K painting by Murillo. "It got us an awful lot of free publicity."
|eBay has managed to survive the dot-com crash because of increasing use and low operating costs. Other online merchants such as Amazon and Yahoo must keep inventories and orchestrate shipping. eBay provides the technical framework and collects the listing fees without dealing with the management. Marketing is often free and unintentional as the media picks up on bizarre auction items.
|William Blair is an investment bank that refuses to advertise. Instead, it lets its bankers make headlines. It recently guided J.M. Smuckers in its acquisition of Jif peanut butter and Crisco shortening for $731 million from Procter & Gamble.
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