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.

Establish local presence independently
Physical presence near customer

"Flagship" locations

No. Year SIC Note
1 2003 3571 The Apple stores are a huge gamble for the company because many are in high-rent locations and have involved major property improvements. They are taking a boutique approach with the stores which involves taking expensive items in room displays to set them off. Apple is selling to a select crowd that consists of consumers interested in higher-end machines for cutting edge digital media tasks.
2 1992 6021 NCB has bankers in supermarkets, announcing loans and promoting banking services available in the NCB office within the supermarket.
3 2000 6211 E-Trade is planning to set up a walk-in office on Manhattan's Madison Avenue by the end of the year. But the store will serve as a high-profile branding device, rather than the first in a chain of storefronts.
4 2000 6211 Morgan Stanley Dean Witter & Co., trying to better integrate the Internet into its brokerage business, has plans to open 12 to 15 online-investment centers in big cities.
5 2002 6211 E*Trade has opened "financial zones" in 26 Target SuperStores and glitzy financial centers in New York, Boston, Denver, San Francisco and Los Angeles. The Target zones are small (400 square ft) but the financial centers are large and spectacular.

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