Brainstorming Ideas: Final Customer Purchasing from an Intermediary of the Product

A Final customer buying from an Intermediary. Each of these costs represent steps an Final or end user customer must take in connection with the product purchased from an Intermediary supplier.

1. 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.

1. Knowledge – Add knowledge

   1. Company and Products

   2. Relative Benefits

      1. Warnings and advice

      2. ESTABLISH REPUTATION FOR BRAND

         1. Draw on reputation of existing products

            1. Imitate look and feel of a competitive product Examples>>

            2. Combine product with strong brand of another firm Examples>>

            3. Other Examples>>

         2. Use brand name to establish reputation

            1. Use name to suggest unique benefit Examples>>

            2. Use name in only one segment Examples>>

            3. Other Examples>>

         3. Get professional or third party endorsement

            1. Professional group Examples>>

            2. Customer Examples>>

            3. Industry leaders Examples>>

            4. Celebrity Examples>>

            5. Claim market leadership as customer endorsement Examples>>

            6. Industry publications Examples>>

         4. Associate product with particular values to imply relative benefits

            1. Personal values

               1. Performance Examples>>

               2. Fashion or style Examples>>

               3. Other Examples>>

            2. Community values Examples>>

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