Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

Knowledge: Add knowledge

Company and products – Help customers recognize and recall name of company and its products

C. Attract attention of customers to brand name

Approach customers individually

Send catalog

No. Year SIC Note
1 1990 2800 Sigma-Aldrich sells chemicals by telephone to hospitals, schools, and research labs. Last year it mailed almost 2.5 million copies of its three different catalogues to customers all over the world. The volumes list about 47,000 items.
2 1991 3679 Last year Premier mailed a 1,200 page catalogue to some one million customers, listing all the products it has in stock. Since then, a sales staff of 1,000 has been following up the mailing with phone calls.
3 1994 7514 Esprit, originally a designer and manufacturer, also tries to reach out to customers using mail-order catalogs (retail business).

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