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:


No. SIC Year Note
1 3949 2002 NorthPole develops and designs new products each year to be sold under store brands or the private labels of its mass-merchandising customers. Wal-Mart's Rome line of luggage is owned and produced by NorthPole.

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