Customer Knows Brand, Not Company

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.

3. Intellectual:

A. Knowledge of company and company product
1. Familiarity with company and brand, crossing all products
b. Customer knows brand, not company

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5942	2004	Barnes & Noble has 868 stores, 234 in malls under the B.Dalton and Doubleday logos.
2	5411	2000	Dutch Grocer Royal Ahold is the fourth-largest supermarket in the nation. To gain footing in the supermarket business, the company buys up family-run chains and allows the stores to continue trade under their established name. The strategy appears to be paying off with high operating margins and sales per square foot.
3	6021	2000	National Discount Brokers provides online brokerage services to 269,000 customers. For Deutsche Bank, the acquisition of NDB would be another small step into the US market. In addition, the deal would give Deutsche Bank a previously missing channel for selling stocks to Middle America.
4	5661	2000	Genesco is getting a big boost from its Journeys concept, a casual shoe chain for teens, with brands such as Timberland and Sketchers. Genesco also runs a chain called the Underground Station, aimed at urban males ages 18-35.
5	5945	2001	Following its acquisition of the eToys Website, software and warehouse last summer, KB conducted focus groups to see whether it should fold the old eToys into its own KB.com site.