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
c. Customer knows both company and brand – Segment knows company and brand primarily for:
|1||5944||2002||Movado Group's boutiques exclusively sell its own brands' luxury goods and turn out high profits and rich margins.|
|2||7375||2001||eBay has managed to survive the dot-com crash because of increasing use and low operating costs. Other online merchants such as Amazon and Yahoo must keep inventories and orchestrate shipping. eBay provides the technical framework and collects the listing fees without dealing with the management. Marketing is often free and unintentional as the media picks up on bizarre auction items.|
|3||5944||2002||Tiffany's high-end jewelry store is beginning to embrace the middle class, a risk for its exclusive image. Over the past decade, the retailer has almost tripled its stores in the U.S. and shifted its promotions to advertise more lower-priced goods. There are currently 44 U.S. retail locations and 82 more abroad. The expansion plan includes 80 to 100 stores in America in the next 10 to 15 years. The stores will also be built in a smaller format, allowing them to move into smaller markets and easily double up in larger areas. Compared to 755 locations of Zales, Tiffany's is still limited in distribution, but their increase in stores also means a decrease in exclusivity.|