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

2. Familiarity with specific product

No. SIC Year Note
1 2082 1992 26% of Rolling Rock's sales are in restaurants and taverns. This is partly due to in-bar promotions, such as the "bucket of rocks"–six Rolling Rocks served in an ice-filled metal pail.
2 4724 2002 and Expedia give hotel owners a chance to reach travelers who aren't usually customers of their brand, a large group of consumers who are not brand loyal and who buy on price.
3 5000 2004 Companies like Pampered Chef, a cookware vendor, use in-home parties as their only sales channel. Pure Romance turned to in-home sales because its founder knew that women didn't want to buy sex toys from porn shops. Traditional companies view in-home parties as a way to supplement in-store and catalog sales. The Body Shop started signing on individual distributors and having them throw in-home parties in order to market its soaps and cosmetics. Even publishers like Southern Progress are using the parties to market pottery and glassware, prices ranging between $25-50.
4 5411 1997 Retailers are attempting to invigorate their sales of juice with new food department layouts that showcase products.
5 6021 2000 Northern Trust wants to run 100 personal financial services offices around the country by 2003–that would put it in range of 40% of millionaire households. It currently has 81 offices in 12 states with an emphasis on the Sunbelt, where its clients retire.
6 6211 2002 Schwab charges $400 for an analysis of client's holdings and a couple of hours worth of advice. Schwab also manages a client's money for a yearly fee based on assets.
7 7841 2003 Blockbuster now runs a pilot program called Freedom Pass, in about 500 stores, that permits subscribers, who pay $19.99 to $29.99 monthly, to rent two or three movies at a time, on DVD or VHS tape.

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