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||6141||2000||Today, Discover Card will announce that a massive mall to be built next year near Atlanta will name itself "Discover Mills" after the credit card. Retail experts estimate that Discover will pay about $10 million in the next 10 years for the naming rights. This is the first major mall to name itself after a national advertiser. Mall merchants will accept all major credit cards, but Discover Card holders will receive certain perks and discounts at the mall that others won't.|
|2||5331||2004||This year Target marketed itself at two big metropolitan events. At Washington D.C.'s Cherry Blossom Festival, it sent out a fleet of it's iconic bull's-eye emblazoned rickshaws.|
|3||6141||2001||Capital One is the 9th biggest credit card company and it brought in three times as many new customers in the last three months of 2000 as any other credit card issuer. It also sends triple the amount of mail to homes as does Citigroup.|