Final Customer Purchasing from an Intermediary of the Product
Use Steps: Use steps include all the Final customer's activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.
Knowledge: Add knowledge
Relative benefits: Help customers understand the unique benefits of your product
Deliver brand message to customers
|1||2002||3711||Ford is signaling that it (the no. 2 auto maker) is making big strides in improving the quality of vehicles produced in North America. Explorer sport-utility vehicles has improved as much as 25% while quality scores on Ford compacts have shown "dramatic improvements." Both vehicles had a series of faults that sent Ford to last-place in the top seven-largest auto makers in 2000 and 2001.|
|2||2002||3711||Ford's rival, General Motors (the no. 1 auto maker), is on track to make its goal of reducing problems, defined as customer complaints about noises or fuel consumption. Chrysler is also making a major push to improve quality to help hold onto market share.|
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