Final Customer Purchasing from an Intermediary of the Product
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: Add knowledge
2.
Relative benefits: Help customers understand the unique benefits of your product
C. Deliver brand message to customers.
Deliver message directly to customer
Employ direct marketing to end users
Offer customers of competition a free or low cost sample
| No. | Year | SIC | Note |
| 1 | 1992 | 2096 | To sell its cheese snacks, Borden shunned TV and print advertising, instead creating 25,000 cardboard cutouts of an orange fox. It was part of a merchandise display that held 200 sample-size packages of the snacks. |
| 2 | 1990 | 3944 | With video game prices in the range of $40 to $50, rental has become an increasingly popular way for Nintendo addicts to get a quick fix. |
| 3 | 1992 | 5311 | Sears has a Sears' Best Customer program that rewards active shoppers with free specialty catalogs. |
| 4 | 1991 | 5599 | Some dealers are giving away services in hopes of attracting more business. Radley dealerships offer free oil change. |
| 5 | 1992 | 5621 | Coupon offers 15% off any purchases at the store between January 17 and 30. |
| 6 | 1986 | 5900 | Retailers are using stuffed bears as an early Christmas shopping bait. You buy $30 to $60 worth of merchandise and you can have the bear for only $10. Dayton Hudson started it last year. Very successful–in some stores they're running out of bears. |
| 7 | 1992 | 5942 | Mystery Library offers the possibility of free books and/or a surprise gift if you send in a card and happen to have the right code on it. There's no obligation to purchase a book. |
| 8 | 2004 | 7311 | Booklocker.com sells books by posting sample chapters. It also sends out review copies to specific websites that are most likely to be interested. |
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