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
Increase the customer’s sense of security with the product
C. Your investment is safe
Advertise "brand name" components
|Jacor has some of the highest-rated programming talent in the U.S. under its umbrella, including Rush Limbaugh, Dr. Dean Edell, and Dr. Laura Schlessinger, making it the third-largest radio programmer behind Westwood One and Disney/ABC.
|Sears total costs have risen $900 million this year. Brand name strategy has become costly. The appliance outlet Brand Central required 2,300 new salespeople and $30 million in training.
|Burlington spends $40 million a year on TV commercials that tout an array of "brand name" apparel, home furnishings, baby paraphernalia, as well as coats and outerwear which now represent only about 25% of its sales, despite the company's name.
|Because of Kohl's discount department store's strong growth, it has gained such national brands as Dockers and Columbia, as well as new, lower-priced clothing lines from suppliers like Jones New York and Liz Claiborne.
|CEO of the 99cent chain stores makes sure that at least half his inventory is known brands, such as Yoplait, Neutrogena, Dole, Brawny, Hershey's, and Haagen-Dazs.
|Pacific Sunwear gets its edge from the fact that it carries a lot of popular brands like Billabong, Quicksilver, Fox, and Dickies. "66% of our business is branded merchandise, where most of our competitors are 0% branded merchandise.
|The Diners Club merger with Citigroup could attract more businesses and frequent travelers because of its flexible rewards program with 20 major airlines. The Diners Club card could remain largely a travel and entertainment card used primarily for business and travel because of its $95 fee. Because Citigroup is a company with deep pockets, the company is sure to make a big marketing splash behind the new product and could launch new variations of the Diners Club product, ranging from an entry level version to a premium card.
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