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||1996||5541||Caltex also advertises that its gas stations provide the cleanest restrooms – aimed at vacationing families.|
|2||1999||6141||American Express has released its version of the smart card called Blue. It's a plastic card that can be used for making payments online, while also being used as a conventional credit card for purchasing groceries and making phone calls. Launched in September with an estimated $45 million marketing campaign, Blue is a technological trifecta consisting of a translucent plastic base, a hologram, and the first embedded "smart card" microchip to be widely available in the United States. Demand has been so great that usually closemouthed Amex executives acknowledge receiving more than double the expected number of applications by the end of 1999. Entrepreneurial, cell phone-toting customers rarely attracted to the firm's old-line offerings are behind the overwhelming response to Blue.|
|3||1997||6211||To build sales, the retail operations head has abandoned past practice by aggressively advertising the more volatile Fidelity Select Funds which invest in companies in a single economic sector such as technology or banking.|
|4||2002||6211||Schwab claimed that its portfolio advice is objective and not driven by commission and that sets it apart from every competitor.|
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