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
On line presence
|Coach does not expect that it will ever rely on Internet sales, but rather use the Internet as a forum for bringing shoppers into its stores.
|The newspaper industry has improved by getting papers to houses even earlier in the morning. Long articles in the papers now include a summary. Color pages and more late-night stories have been added. Online classified services threaten to chip away at ne
|Reliance Steel & Aluminum Co. now has about 200 salespeople in the West and Midwest going door-to-door looking for new buyers. The company is preparing for e-commerce to do the same jobs as this sales force. Reliance has developed its own Web site, to whi
|Major pet suppliers have turned to online stores because of market that is bigger than just toys or music. Pet owners spent $23 billion on their pets, of that $299 million was spent online.
|Visitors to the FAO Schwarz Web site can view live-action pictures of the Star Wars boutique at the flagship store in New York, then zoom in and make a purchase.
|Sharper Image says its Internet site has attracted shoppers that are five to 10 years younger than those who traditionally buy from the stores. The Internet buyers who subsequently receive a catalog seem to be the most productive customers.
|Fighting back against online car buying sites, traditional dealerships are beefing up their own online offerings.
<< Return to Acquire Steps