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 the channel brand but not the producer brand- Segment knows channel brand primarily for:

Function, such as product choice and physical ambiance

No. SIC Year Note
1 3100 2001 Some of Oakley's new lines began roughly, especially their shoe line. However, this situation was salvaged by creating deals with large retailers, such as Foot Locker.
2 4812 2002 In a survey, British consumers named Virgin Mobile as their country's highest-quality cell phone network. This network does not exist but the brand uses the same network as other carriers. Virgin hopes to find the same success in the U.S.
3 4813 2000 Net2Phone is planning a service of Internet telephone usage with Microsoft's arch rival, America On Line. The AOL service will cost about a penny a minute for domestic calls.
4 4813 2003 Vonage has signed up its first 15,000 customers at its web site and at In early March, Vonage signed with EarthLink as a marketing partner. EarthLink will resell Vonage's Internet calling service to its 800,000 broadband customers.
5 7374 2003 Mountain America is one of many smaller financial institutions making big inroads online. The company relies on Digital Insight Corp. to provide Internet banking services for its 160,000 members.

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