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.

Associate product with particular values to imply relative benefits
Personal values

Fashion or style

No. Year SIC Note
1 2003 3732 Nautor has begun focusing on specialization of the workforce and availability of customization to set it apart from it's competitors. A private club for owners "Club Swan" has added a sense of exclusivity to the product. They continue to introduce new models, including a 60-foot Swan and to revamp the sales methods by consolidating the system and reducing the number of sellers in the has been done in other countries.
2 2002 3911 The most expensive pieces at luxury jewelers Tiffany & Co. and Cartier tend toward a more understated style while competitor Bulgari, known for a bolder look, uses a rich and dramatic variety of colors, designs, and textures.
3 1990 5311 Both JC Penney and Sears are trying to revitalize sales by trying to project an image that's a step up from vanilla. They are stocking more national-brand goods and running slicker, more stylish ads to herald the change.
4 2004 5600 Today, contemporary looks are very strong for women. Because of this, Guess is developing a new line. It announced plans to name the line Marciano–the name of the chief designer at the firm– and take it upscale.
5 2005 5600 75% of American Eagle Outfitters' next back-to-school denim line will be new. Last year, the company claimed almost 12% of the market for the back-to-school season, up from 2003's 6%. The only higher market share was that of Old Navy's.
6 2001 5621 Coldwater Creek Inc. faces the challenge of keeping itself trendy to its customer group of women aged 45-54, as well as establishing a difference between itself and its main competitors: Talbots, Chico's, and J. Jill's.
7 2003 5621 Liz Claiborne has made innovation fashion and fit choices for the season by appealing to the plus-petite.
8 2000 7375 Infoseek Corp.'s Go Network portal,, is being redesigned to become more focused. Instead of being a general portal like Yahoo and AOL, it will target entertainment.

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