Intermediary Purchasing from the Producer of the Product
Obtain Steps: The Obtain steps include all activities preceding the selling of the product. These activities include the costs of identifying potential suppliers and stocking the product.
Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products
Knowledge of company and company product: Familiarity with company and brand, crossing all products:
Customer knows brand, not company
|Emerilware, a cookware line from All-Clad, lacks the distinctive bonded metal layers that set the All-Clad line apart. The company watches closely to make sure stores don't try promoting Emerilware as All-Clad.
|LG's parent changed its name from Lucky GoldStar in the mid-1990s to shake off a downscale image, but LG doesn't plan to give up its less expensive product lines. It still sells those in the U.S. under the GoldStar brand.
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