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

No. Year SIC Note
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.

<< Return to Acquire Steps