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||1993||5311||Wal-Mart no longer claims to have "Always the low price. Always." Now its slogan is "Always low prices. Always."|
|2||1989||5331||Carefour hypermarket now consistently advertising price promotions in local newspapers; Careefour initially didn't use the local media well.|
|3||2000||5912||New London Pharmacy fought back against chain competition by advertising their rock-bottom prices in neighborhood newspapers and offering coupons at senior centers.|
|4||1995||5961||Eddie Bauer is offering to pay shipping only for new prospects.|
|5||2001||6141||Providian Financial's customization allows it to do a better job giving the best terms, rates, fees, and benefits.|
|6||2002||6531||In New York, New Jersey, and Connecticut, YHD Foxtons Inc., a West Long Branch, N.J., Internet-based broker that charges commission as low as 2% to sellers, is blitzing its markets with an $11.5 million advertising campaign.|
|7||2000||7375||Internet comparison-shopping services, or 'shopping bots,' DealTime.com and mySimon.com, owned by Cnet Networks, have launched intensive marketing and advertising efforts, both on and off the Web, and watched their visitor numbers rise like helium.|
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