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.
Emphasize unique benefit in message
|1||2003||4841||Comcast has spent about $65 billion to upgrade networks in the past five years. They spent heavily to combat satellite TV broadcasters, which offered more channels and better picture quality.|
|2||1995||5734||Micro Warehouse publishes special catalogs for the network and communications systems market.|
|3||1990||5961||Lands' End is rolling out a new children's catalog this summer, and by early 1991 it will unveil a new book of bed and bath basics.|
|4||2005||6211||Brokerage firms' battle for active traders is heating up on another platform: online trading tools. Recently, a number of firms have lowered prices in an effort to differentiate themselves in such a competitive environment. Now, many are also ramping up online-trading technology for active traders.|
|5||2000||7375||Many Internet comparison-shopping services, or 'shopping bots,' have been spending heavily on advertising so as to educate consumers about their purpose and uses.|
|6||2002||7841||Blockbuster stores can't match Netflix's selection of more than 11,500 titles. A typical Blockbuster has 2600 DVDs including multiple copies of the same movie.|
|7||2002||7841||Blockbuster stores can't match Netflix's selection of more than 11,500 titles. A typical Blockbuster has 2600 DVDs including multiple copies of the same movie.|
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