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.
3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products.
A. Knowledge of company and company product
2. Familiarity with specific product
|1||3600||2002||The new Gillette stadium was home to a dazzling electronic display system supplied and installed by Daktronics Inc. The 65,000 fans on hand could see live action video and replay on the system, as well as animation, player information and rotating message|
|2||4512||2004||Delta Air Lines has been especially effective in selling its airport lobby self service model to customers. Delta began building interest through advertisements in national newspapers and on television radio.|
|3||4832||1997||In Orlando, in addition to having five separate sales forces 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.|
|4||4832||1997||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.|
|5||4832||2002||Internet radio is free and commercially supported. Country-music fans can tune into KPIG.com, the online companion to a lower-power station near Santa Cruz, Calif., and electronic-music fans can visit Dublab.com.|
|6||8721||1999||H&R Block held a sweepstakes that offered to pay a year's income taxes for the winner. It was promoted with a banner displayed on several Web sites, and about 60,000 people clicked on it.|
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