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.
|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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