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.

Experience: Enhance the experience the customer has with the product

Associate the company or the product with an image to increase customer pleasure in using the product

C. Project an image of the values of the firm

Caring or committed to community

No. Year SIC Note
1 1990 2911 Arco replaced leaded gasoline at its pumps in the LA area with a new reformulated fuel. It cuts pollution in old cars and trucks. It's priced the same as its predecessor.
2 2004 4833 Telemundo's telenovela plots weave in issues like heart disease, spousal abuse and other concerns in Hispanic communities. The plight of migrants is central to "El Alma Herida" about a family separated while trying to cross the Mexico-US border. Earlier this year, producers inserted into the script excerpts from President Bush's immigration speech.
3 2004 4833 Connecting with Latino immigrants, particularly Mexicans, is the core of the strategy. A diction coach works with actors to ensure they speak with a "Mexican neutral" accent. To keep telenovelas topical, Telemundo has created a job for a "director of community connection," who is supposed to follow local issues so that they can be translated into plotlines.
4 1986 5311 Consumers still say that product quality and price are the most important elements of their purchasing decisions. But there are growing signs that being made in the U.S. is becoming a factor for Americans' decisions.
5 2004 5311 Target set up a temporary shop in Manhattan's Times Square in October of 2004. All the profits from the temporary Target store were marked for breast cancer research. In 2003, it also gave $27 million to schools through the Take Charge of Education program, which donated a percentages of charges on the store card. In total, Target gives around $2 million a week to various causes.
6 2005 5399 Wawa and QuikTime have concentrated their efforts to build customer loyalty through a sense of community. At both stores the people who work there seem to be glad to be there and they seem to like one another. The perceived sense of community among store associates appears to spill over into a sense of community with customers. Both companies have strong commitments to local charities and causes. At QuikTime the community feeling extends to the customer service appraisal system and the reward structure. There is emphasis on the team's performance in satisfying and delighting customers.
7 2005 5399 Wal-Mart's new attempt to appeal to the Hispanic community is later than other retailers. Sears Holdings began its emphasis on targeting Hispanics in 1993 when it launched a magazine called Nuestra Gente. It was also first in creating a credit card geared towards Hispanics. Target also overhauled its merchandise mix in heavily Hispanic markets within the U.S. developing special marketing events and launching its own Hispanic magazine.
8 2004 5411 To emphasize its Texas roots, HEB has specialized in developing its own branded products tailored to specific community needs and tastes.
9 2001 5621 Chico's wins converts by showering promotions and perks on "her" as management refers to the customer. "She" becomes a Passport Club member entitled to a permanent 5% discount when she reaches $500 in purchases.

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