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

1.
Company and products: Help customers recognize and recall name of company and its products

C. Attract attention of customers to brand name.

Create an unusual "theme"

Adopt a clever name

No.	Year	SIC	Note
1	1992	2082	26% of Rolling Rock's sales are in restaurants and taverns. This is partly due to in-bar promotions, such as the "bucket of rocks"–six Rolling Rocks served in an ice-filled metal pail.
2	2001	4724	Cheap Tickets Inc., one of the largest online sellers of airline tickets and other travel fare, will introduce a new version of its Web site next month. It's also aiming an ad campaign at summer travelers.
3	2002	4812	In a survey, British consumers named Virgin Mobile as their country's highest-quality cell phone network. This network does not exist but the brand uses the same network as other carriers. Virgin hopes to find the same success in the U.S.
4	2000	5092	PETsMART.com's online arm of the 493 store chain, is showing the advantages of a clicks-and-mortar strategy. Financially the company is doing slightly better than Pets.com. The company will use PETsMART's warehouses to fulfill orders and the company will acquire some Net expertise.
5	2002	5169	ChemConnect is now the biggest online exchange for chemical trading, with volume of $8.8 billion in 2002.
6	2001	5331	99 Cents Only goes to great lengths to keep its stores clean. So word of mouth and gimmicky ads can lure first time shoppers. It sells name brand merchandise it buys from manufacturers who are using close outs and bargain stores to shed excess inventory.
7	2005	5411	Price Chopper's key point of differentiation is a sharp focus on perishables, an area where few players excel. It tries to present perishables in a way that really wows customers.
8	2002	5531	Retailer Autozone used to count on sales of replacement auto parts to drive its business, but it's not enough anymore. The company wants people to shop at its stores even when their cars aren't broken. Autozone sells auto and light truck parts, chemicals and accessories through 3,060 stores in the U.S. and Mexico. To attract customers, ads focus on maintenance rather than repairs.
9	2004	5700	Ajax Phila Inc. created a website for the business by using an off the shelf template. The website began driving most of the company's sales. Many of the queries were about using appliances in upscale homes and stainless steel professional style ranges. In response Ajax transformed the Web site into CuttingEdgeKitchens.com. They increased the variety of appliances carried, and added two retail locations.
10	2002	5712	The president of the new Furniture.com, said the company will receive commissions on Web sales for its retail partners and that it will initially rely on print and broadcast promotions that mention Furniture.com for marketing.
11	2003	5735	AltiTunes operates a record store in 24 U.S. airports, including New York's JFK, Chicago O'Hare and Los Angeles International.
12	2004	5735	CNET recently reopened MP3.com as a one-stop-digital music site where surfers can read reviews and legally buy songs from providers such as Apple Computer's iTunes Music Store and Roxio's Napster.
13	2005	5921	Wine.com is an online retailer of wine and related products which spent around $1 million on Internet marketing services during the Christmas shopping season.
14	2001	5943	Siebel eBusiness Consulting was in a printing bind, so it decided to give Staples.com a try. The Web site had links to partner companies that do printing, copying, and other services on short notice. Siebel clicked on NowDocs, an online print shop that lets customers upload word files from their personal computers with data on what they want done. The work is printed at the nearest service center and sent to the customer in 2-4 hours via express delivery.
15	1990	5961	Lands' End has instant name recognition.
16	2002	6211	ETrade in 1982, started out as Trade Plus, a back-office software service for brokers and began competing with brokers at the time when investors became infatuated with the Internet. In 1996, Trade Plus turned into ETrade.
17	1994	7200	800-FLOWERS's greatest asset is its impossible-to-forget name.

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