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
B. Establish reputation for brand.
Use brand name to suggest reputation
Use name to suggest unique benefit
|1||1988||5311||Sears recently created a specialty merchandising unit: opened its first electronics outlet known as Brand Central offering large number of brand-name goods as well as its own line, McKids store for children's apparel offering name-brand clothing.|
|2||2002||5331||Target plans to launch an exclusive home furnishings collection called "Dorm Room," including bedding, rugs, clocks, notebooks, backpacks, butterfly chairs and lamps. Target is promoting the line by aiming at college kids and apartment dwellers.|
|3||2000||5399||Starting 1999, many of the largest US retailers, including Wal-Mart, Home Depot, Service Merchandise, Sears, and Office Max, began experimenting with small store formats.|
|4||1991||5812||Taco Bell has a "value menu" of products under $1. The word value connotes quality as well as low price–not just "cheap."|
|5||1995||6031||Buyer brokers represent the home buyer's interests, in contrast with a traditional real estate broker legally bound to work for the seller who pays the commission and therefore may be more intent on selling listed homes than finding your dream house.|
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