Customer Knows Company, Not Brand
A Final customer buying from an intermediary of the product The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.
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.
A. Knowledge of company and company product
1. Familiarity with company and brand, crossing all products
a. Customer knows company, not brand
|1||5600||2004||Today, contemporary looks are very strong for women. Because of this, Guess is developing a new line. It announced plans to name the line Marciano–the name of the chief designer at the firm — and take it upscale.|
|2||6141||N/A||All customers of MBNA America's platinum card have access to Platinum Passage, a full-service travel agency that guarantees the lowest available airfare at the time of ticketing.|
|3||5311||1995||Sears to open 50 Sears Hardware stores this year–a departure from old strategy of mall locations. Since 1991, Sears has renovated hundreds of dated stores. Other stand-alone stores include Sears Homelife stores and rural Sears dealer stores.|
|4||6321||1996||The Lutheran Brotherhood, a fraternal group that offers insurance to members, introduced a disability policy that pays out a person's church donations along with the regular disability-income benefit.|
|5||5812||1995||Planet Hollywood's sports cafe plans to feature Andre Agassi's sheared ponytail. The company has hired a "sports mastermind" to answer diners' sports trivia questions. Tennis stars Agassi and Seles and football great Joe Montana are to promote the restaurant.|
|6||5411||1994||Great Atlantic and Pacific Tea Company will consolidate the various store brands sold at the chains it owns under the name of America's Choice. America's Choice will receive a $2.7 million television and radio ad campaign.|