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.
|1||1997||2300||Talbots lost customers when it switched to trendier styles to try to lure younger customers. It is now launching a recovery campaign, marked by a return to Talbots traditional styling and the biggest ad campaign in its history.|
|2||2001||4800||EarthLink's strategy has been to expand through acquisitions and marketing. Besides buying up mom-and-pop shops in recent years, it has made two larger acquisitions: MindSpring and OneMain.com. It also has relied on direct mail to get software to potential users.|
|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||1997||5141||Club DLM enabled Dorothy Lane to stop running item price ads. Now much of the money it used to spend on newspaper advertising is plowed into the card program. And price discounts go only to club members. Direct mail is customized based on individual shopping habits.|
|5||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.|
|6||1994||7200||800-FLOWERS's greatest asset is its impossible-to-forget name.|
|7||2005||7929||To help boost ticket sales, promoters are trying to offer big name bands as a package, thus they will not have to lower ticket sales. IAC/InterActiveCorp's Ticketmaster sells the bulk of the seats for major tours by launching email messages aimed at fans of particular acts. Ticketmaster will soon try to reach fans on their wireless devices. The company generally sends out email notifications three days before tickets go on sale, but now they are said to be considering even more last minute alerts for fans who sign up for them. They plan on sending text messages to fans' cell phones and other wireless devices as little as 30 minutes before tickets go on sale.|
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