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
|1||2004||5331||Taobao Chinese online trading site remains free of any international partners in order to keep catering to the preferences of Chinese users.|
|2||2005||5351||Mexican-Americans make up about 58% of the U.S. Hispanic population, and Wal-Mart de Mexico's 697 stores and restaurants in Mexico help expose immigrants to its brand before they arrive. In addition, Wal-Mart's U.S. and Mexico buyers and executives are working together more and more to target both Mexicans and Mexican-Americans.|
|3||9199||5734||Gateway Inc. tomorrow is expected to launch the personal-computer industry's biggest-ever ethnic-marketing effort, a broad initiative involving Spanish-language PCs, software, Internet services and advertising campaign. The effort will kick off in Miami and Phoenix and quickly expand to each of the top 10 U.S. cities with substantial Hispanic populations. The company is launching its campaign as a new study finds Hispanics second among U.S. ethnic groups, behind Asian-Americans, in the percentage with access to the Internet. The bulk of Hispanic PC purchases today are equally split among Compaq, Gateway, International Business Machines, and Apple Computers.|
|4||1998||5942||The Avid Reader, a small bookstore, has been forced to innovate due to superstore competition. Its strategy is to emphasize its local roots, increase visibility, and improve customer service.|
|5||2004||5942||Joseph-Beth tries to distinguish itself from the national chains by emphasizing local roots. Its Lexington store carries about 1,000 books about Kentucky and books written by Kentucky authors.|
|6||2001||6022||While most banks are merging and becoming international giants, First Federal Bank of CA is choosing to stay local in L.A. It doesn't even have a web site yet, despite the trend towards online banking and voice mail services.|
|7||1996||6321||The Lutheran Brotherhood, a fraternal group that offers insurance to members, introduces a disability policy that pays out a person's church donations along with the regular disability-income benefit.|
|8||1986||7011||Keystone resort is trying to attract Hispanic skiers by staging a Ski Fiesta in January and supporting Puerto Rico's two-member Olympic ski team, which trains at the site.|
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