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

Relative benefits: Help customers understand the unique benefits of your product

A. Warnings and advice.

No. Year SIC Note
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 1989 5331 Careefour hypermarket now consistently advertising price promotions in local newspapers; Careefour initially didn't use the local media well.
3 1990 5331 Despite hiring actress Jaclyn Smith and decorator Martha Stewart to design and promote better-quality apparel and housewares, Kmart hasn't been able to convince shoppers that it has upscale merchandise.
4 1990 5600 Brooks is changing its style to be less conservative: it's ticking off older customers.
5 2000 5900 Given that replacing established customers is expensive, a retailer does not wish to lose them. A web presence supplies the personalized attention, could keep customers loyal and could keep down customer churn.
6 1990 6000 Some banks offer "image" advertising featuring posh offices.
7 2001 6141 Businesses are able to gain leadership by making products for the people who hate the current products. In order to succeed in a fringe market, the product must be difficult to copy and demanded by fringe customers.
8 2005 6141 American Express tried to shore up AEFA by hiring big guns from Fidelity Investments and buying Threadneedle Asset Management, but the cross-selling opportunities never emerged. Turns out their investors cared little about "brand".

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