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
Deliver brand message to customers.
|The goal of fingerhut.com is to create an internet superstore featuring both vast selection and highly personalized service. The company has data on 31 million customers, which it will use to personalize Web pages and target e-mail. Revenue from the Web accounts for 10% of annual sales or $150 million.
|To sell its cheese snacks, Borden shunned TV and print advertising, instead creating 25,000 cardboard cutouts of an orange fox. It was part of a merchandise display that held 200 sample-size packages of the snacks.
|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.
|Target creates select groups of tastemakers comprised of shoppers in key buzz markets who morph into one-on-one marketers. By converting shoppers into evangelists for the store, the credibility factor is significant.
|New London Pharmacy fought back against chain competition by advertising their rock-bottom prices in neighborhood newspapers and offering coupons at senior centers.
|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.
|Many Internet comparison-shopping services, or 'shopping bots,' have been spending heavily on advertising so as to educate consumers about their purpose and uses.
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