Final Customer Purchasing from an Intermediary of the Product

Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.

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

1. Familiarity with company and brand, crossing all products

Customer knows brand, not company

No. SIC Year Note
1 5411 2000 Dutch Grocer Royal Ahold is the fourth-largest supermarket in the nation. To gain footing in the supermarket business, the company buys up family-run chains and allows the stores to continue trade under their established name. The strategy appears to be paying off with high operating margins and sales per square foot.
2 5661 2000 Genesco is getting a big boost from its Journeys concept, a casual shoe chain for teens, with brands such as Timberland and Sketchers. Genesco also runs a chain called the Underground Station, aimed at urban males ages 18-35.
3 5942 2004 Barnes & Noble has 868 stores, 234 in malls under the B.Dalton and Doubleday logos.
4 5945 2001 Following its acquisition of the eToys Website, software and warehouse last summer, KB conducted focus groups to see whether it should fold the old eToys into its own site.
5 6021 2000 National Discount Brokers provides online brokerage services to 269,000 customers. For Deutsche Bank, the acquisition of NDB would be another small step into the US market. In addition, the deal would give Deutsche Bank a previously missing channel for selling stocks to Middle America.

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