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

Relative benefits – Help customers understand the unique benefits of your product

C. Deliver brand message to customers

Deliver message directly to customer

Use sales person or team

No. Year SIC Note
1 1987 1542 Info-Mart shifted marketing investments from broad advertising to focused calling on trade groups.
2 1998 2711 The newspaper industry has spent the past 3 years reinventing itself. Last year, total circulation increased by 0.072%; it is the industry's first sign of growth in ten years. The secret to the industry's resurrection is simple: it got tough. Publishers realized that selling newspapers needs relentless marketing like going door to door to sign up new subscribers.
3 2004 2834 Connetics expects to generate $46 million in sales next year. It has potential to grow by building on its relationships with doctors. The company's 66-person sales force services just about all the dermatologists in the U.S.
4 2002 3500 Palm Inc's rescue plan hinges in large part on winning over corporate customers with the new Tungsten brand. Of people who buy a Palm device, 80% use it for business. It figures it can go directly to IT departments, with the help of seasoned salesmen recently poached from Sun, Adobe and HP.
5 1992 3571 DEC will sell computers directly to customers rather than through its conventional sales force or usual dealer channels.
6 2001 3572 IBM has doubled the size of its storage sales force over the past two years in an unabashed effort to go head-to-head against market leader EMC. Hewlett-Packard is also aiming to boost its storage sales force to nearly 1,000 in coming months.
7 1997 3585 We have already established a Global Accounts program that is an extension of our National Accounts programs to serve customers throughout the world. Dedicated Global Accounts personnel are located in the Pacific Rim/Australia, Europe, Middle East.
8 1989 3694 3M sells at the factory floor, demonstrating its products to the workers that use them, rather than talking to a company's purchasing agent.
9 1997 4832 The company is dedicating salespeople to work exclusively on developing relationships with advertisers who in the past did not use radio as a primary medium.
10 1997 4832 In Orlando, in addition to having five separate salesforces for each of the company's five radio stations, Cox has established a separate sales team which is charged with the task of attracting non-traditional advertisers to radio.
11 2005 6331 Philadelphia Consolidated Holding insurer gets a leg up from its marketing strategy. It uses its own sales force to go after business, making about 30,000 calls a week to targeted prospects and keeping close watch on all that activity as well.

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