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.
Make direct comparison with competitive products
|1||1993||5311||Target ran a series of ads that accused Wal-Mart of using misleading price comparisons in ads contrasting prices at the two chains.|
|2||1997||5945||Children's General Store says its customers are very different from Toys R Us customers. They aren't looking for TV-advertised products, and they don't find them there.|
|3||1990||6141||An ad for Bank Americard Gold MasterCard and Visa compares them to American Express. The former two are accepted in far more locations than is the American Express card.|
|4||1997||6211||The new executive keeps an intense focus on rivals. The "Competition Room" near his corner office keeps market analysis on Vanguard Group, Schwab and Merrill Lynch & Co. New products and pricing have taken direct aim at rivals.|
|5||2002||6211||Schwab is waging a war on Wall Street with its new marketing campaign that is accusing its rivals as corrupt and shows itself has an honest financial adviser.|
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