Final Customer Buying 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.
A. Needs for comfort and status
2. Status in the community
Need for personal achievement:
Improvement in leisure pursuits and hobbies
|Kraft General Foods' Miracle Whip mails its customers recipes using Miracle Whip.
|Van den Bergh Foods' Ragu offers Italian phrases, recipes, and a sweepstakes on its Website.
|To reach young children, Levi used to advertise mostly during Saturday morning cartoons on the networks. Now it also advertises on MTV and a new music channel on cable.
|Quiksilver, the apparel brand, does not stray far from its casual lifestyle image, allowing it to better weather rapidly changing trends. To promote the name, Quiksilver sponsors boarding events and is endorsed by extreme sports stores.
|Although footwear is mostly a fashionable business, Timberland stresses performance, not styling. Advertising stresses how well shoes made, and fact that shoes are authentic, American-made for the outdoors.
|Puma's sporty advertising campaign is trying to remind consumers that it is an athletic brand, not just a trendy sneaker. The relaxed vibe in the ads serves as a striking difference to rival Adidas' intense new "Impossible is Nothing" campaign.
|Nautor has begun focusing on specialization of the workforce and availability of customization to set it apart from it's competitors. A private club for owners "Club Swan" has added a sense of exclusivity to the product. They continue to introduce new models, including a 60-foot Swan and to revamp the sales methods by consolidating the system and reducing the number of sellers in the U.S .as has been done in other countries.
|Nike uses Nolan Ryan (44) for a new ad campaign and George Foreman, (42) the boxer. It uses older athletes to appeal to aging baby boomers.
|The ESPN deal shows how, as wireless-subscriber growth slows, cellular carriers increasingly are relying on new, narrowly targeted brands to keep expanding.
|Startec promotes its international service to immigrants through stickers, cable TV ads, and booths at community events.
|Domino's started an ad campaign directed at young football-watchers.
|Not only do DVDs have sharper sound and picture, but older movies re-formatted to DVD offer bonus features to draw in collectors and go beyond and enhance the theatrical experience. And all DVDs are now picking up the trend of offering more extras such as commentary, documentaries and deleted scenes. Because of these features, filmmakers are also embracing DVDs as more expansive creative outlets.
|Led Zeppelin targeted a mostly 30-plus crowd by means of a campaign that included ads on such couch-potato favorites as the ESPN and Arts & Entertainment Cable Network channels.
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