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:

Reliability and Convenience

No. SIC Year Note
1 2052 1992 Many private labels are touting a premium image. Loblaw, for example, has a Decadent cookie that's very successful. It costs the same amount as Nabisco, but its national advertising is minimal.
2 2095 2002 Peet's is still growing its retail business in new markets like North Carolina. Wholesale will remain its biggest driver for growth however. The company does sell its products over the Net and through a direct-mail unit.
3 2400 2002 Trex sells its non-wood decking products to distributors who in turn sell it to about 3,000 commercial lumber yards. The company focuses on the contractor-installed decking markets because contractors build 70% of all decks and tend to build larger, more elaborate structures. A new print and TV campaign will dub Trex "the deck of a lifetime."
4 4899 2004 Customers can now get phone services from Time Warner Cable but in many cases the call runs over Sprint Corp.'s lines. Virgin Mobile USA LLC is offering prepaid cell phones but the underlying service is Sprint's.
5 5045 1998 Egghead Software hired a new Chief executive who closed the remaining stores and started making Internet alliances and acquisitions. While the stores were bleeding, the Web Site sales were up fivefold to $12 million. The company is spreading the word of its existence through agreements with GeoCities, Yahoo!, CNET and USA.Net.
6 5331 2004 Every four years Target creates a new store prototype, most recently vastly enlarging the floor space it devotes to baby products and shrinking its men's department. However, the company's signature red and bull's-eye icon always remain consistent.
7 5411 1997 Grocers are putting their own labels on more products. Private label goods offer consumers lower prices and stores higher returns and have accounted for more than half the growth in supermarket sales over the last year.
8 5599 2002 There are some auto referral services that have seen no slowdown (i.e. Autobytel and Inc.). Autobytel gets a lot of traction from its advertising-partnership arrangements with such big-traffic Web sites as Yahoo Inc., Terra Lycos.
9 5621 2001 Chico's has been working to spread their name through television ads on target shows such as "Oprah" and "Martha Stewart Living".
10 5942 1997 In October of 1998, the New York Times and Barnes & Noble Inc. wired their web sites together so customers could read a review and then buy. Smaller bookstores were hurt.
11 5942 2003 Barnes & Noble is publishing books such "The Scarlet Letter," "Moby-Dick," etc just as supermarkets sell their own lines of paper products, soda pop and frozen vegetables. Barnes & Noble is trying to create a "store brand" of books.
12 5943 2000 Office Depot and OfficeMax like many other foreign national merchants, linked up with local partners who knew the lay of the land, a strategy that permitted quick expansion but limited operational control.
13 5945 2002 FAO Inc. plans to build 130 Right Start boutiques inside Zany Brainy outlets between now and 2003. The move will allow Right Start to expand its client base without the expense of opening new shops.
14 6021 1992 NCB has bankers in supermarkets, announcing loans and promoting banking services available in the NCB office within the supermarket.
15 6021 2004 Banco Popular pitches annuities and CDs. In July of 2004, Popular partnered with AIG to offer Popular Choice Annuity, an investment vehicle that guarantees a first-year bonus rate of 5.15% and several interest-rate options thereafter.
16 7372 2000 Trend Micro's E-doctor business is an on-call service. It works with Internet service providers that offer anti-virus for their customers. This helps it sell much more easily without expense. Trend Micro provides service and technology.

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