Final Customer Purchasing from an Intermediary of the Product

Use Steps: Use steps include all the Final customer's activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.

A.
Knowledge: Add knowledge

2.
Relative benefits: Help customers understand the unique benefits of your product

B.
Establish reputation for brand

No.	Year	SIC	Note
1	2005	5331	In a recent survey of 500 Hispanic shoppers, the majority, 36%, chose Wal-Mart as their favorite store. Wal-Mart's approach in appealing to Hispanic customers reflects the decentralized way the retailer runs its chain. It doesn't have a national manager of ethnic marketing unlike many other chain retailers. Wal-Mart uses a program called "store of the community," in which each category buyer is responsible for tailoring merchandise in their store to that store's individual demographic. The tailoring of merchandise is determined by Wal-Mart's inventory-tracking system. For instance, in South Florida stores, an area with a heavy Cuban population, Cafe Bustelo and Pilon coffee brands outsell Folgers, Wal-Mart's best-selling coffee overall.
2	2005	5734	Hewlett-Packard Co. plans to acquire online photo services startup Snapfish, the computer-maker said. HP hopes to boost sales of its popular photo printers and ink by connecting with the 13 million members of Snapfish. Snapfish's Web site contains roughly 350 million photos, which users can organize into digital albums, share with other members, turn into calendars or mouse pads, and have printed for as little as 15 cents each. Snapfish is an independent unit of District Photo Inc., the world's largest mail-order film processor, with labs in the United States, the United Kingdom and Canada. HP is the latest technology powerhouse to move into the lucrative niche of online photos. Americans will purchase roughly 20.5 million digital cameras this year, up more than 70 percent from last year.
3	2005	5735	Dell recently announced plans to use Microsoft's Windows Media DRM 10 software in its Dell DJ music players in March. Microsoft's digital rights management software will enable new subscription services for portable devices from companies like Napster.
4	2002	5941	Each Dick's store contains 5 substores organized around a type of sport. The Pro Shop focuses on golf; the Sportsman's Lodge on hunting, fishing, and camping; the Footwear Center and the CycleShop speak for themselves; and Total Sports covers everything else.
5	1999	7379	Most of the expert help sites don't have a formal screening process for experts. Instead they let web surfers decide whether an expert is up to snuff. "If you're good and give good answers people will keep coming back to you with questions."

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