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

C. Deliver brand message to customers.

Deliver message directly to customer
Employ direct marketing to end users

Offer customers of competition a free or low cost sample

No. Year SIC Note
1 1992 2096 To sell its cheese snacks, Borden shunned TV and print advertising, instead creating 25,000 cardboard cutouts of an orange fox. It was part of a merchandise display that held 200 sample-size packages of the snacks.
2 1990 3944 With video game prices in the range of $40 to $50, rental has become an increasingly popular way for Nintendo addicts to get a quick fix.
3 1992 5311 Sears has a Sears' Best Customer program that rewards active shoppers with free specialty catalogs.
4 1991 5599 Some dealers are giving away services in hopes of attracting more business. Radley dealerships offer free oil change.
5 1992 5621 Coupon offers 15% off any purchases at the store between January 17 and 30.
6 1986 5900 Retailers are using stuffed bears as an early Christmas shopping bait. You buy $30 to $60 worth of merchandise and you can have the bear for only $10. Dayton Hudson started it last year. Very successful–in some stores they're running out of bears.
7 1992 5942 Mystery Library offers the possibility of free books and/or a surprise gift if you send in a card and happen to have the right code on it. There's no obligation to purchase a book.
8 2004 7311 sells books by posting sample chapters. It also sends out review copies to specific websites that are most likely to be interested.

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