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
Use sales person or team
|1||1987||5045||Sears invests in direct sales to reach target corporate buyers|
|2||1986||5412||Sears closing 41 stores in retail computer chain. Will consolidate in cities in which it operates more than one store. Instead of selling solely from stores, the chain's sales staff will call on customers directly.|
|3||1988||5734||Businessland has focused largely on salespeople who go out and call on large corporate clients. Also ties computers together into networks.|
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