Customer Knows Both the Channel and Producer Brands
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
f. Customer knows both the channel and producer brands
|1||5311||2003||Saks' department stores such as Saks Fifth Avenue, Proffitt's and Carson Pirie Scott are going to include FAO toy sections to compete with Wal-Mart during the holidays.|
|2||6141||2004||American Express will join forces with U.S. banks such as MBNA Corp. to develop new credit cards bearing both names. These banks also issue cards through competitors Visa and MasterCard. This is a breakthrough as Visa and MasterCard prevented banks from issuing cards on rival networks. These rules were eliminated by a court ruling. MBNA will handle the marketing, customer service and risk management for the new card while American Express will benefit from part of the merchant fees. Significant income is unlikely but the risk is also low.|
|3||5311||2001||Burlington turned to Christopher Lowell, a gregarious home decorating expert with cable TV to upgrade its image. Introduced in November, 2000, Lowell's home collection is turning out to be a winner for Burlington.|
|4||7384||2000||With You'veGotPictures and Kodak operating together consumers drop off their digital or regular film at a Kodak retailer and the service uploads the images to AOL.|
|5||5331||2000||AOL and Sears plan to install broadband in the home during their partnership. They also want to develop Web content to help customers with do-it-yourself projects.|
|6||7389||1985||Citicorp has a tie-in with Spiegel. Spiegel permits use of Citidollars, or bonuses accrued for credit card use, on its merchandise. Citidollars can be applied to up to 10% of the purchase price.|
|7||5311||1986||Sears has linked its holiday promotional plans with those of McDonald's; the restaurant giant expects to give away 20 million coupons good for $5 off at Sears on the $25 Fievel doll.|
|8||5311||1988||Sears recently created a specialty merchandising unit and opened its first electronics outlet known as Brand Central offering large number of brand-name goods as well as its own line, McKids store for children's apparel offering name-brand clothing.|