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.

C.
Experience: Enhance the experience the customer has with the product

2. Associate the company or the product with an image to increase customer pleasure in using the product

A.
Warnings and advice

No.	Year	SIC	Note
1	2001	0	A recent study found that four of five shoppers prefer not to shop around for the best deals- they'd rather stick with the tried and true, indicating an emotional connection. However, most customers don't feel important to the companies that they use. Hallmark Cards has mastered emotional connections and customer loyalty. The company found three imperatives that can help short-term deal seekers into long-term customers. The first key was to show that you still care. Most people are lured in by a trial period or gimmick but are quickly abandoned once that period runs out. A telecommunications firm sent a anniversary card to customers who had been with the service for a year. When the company called asking for a renewal, they were more likely to do so.
2	2002	5311	Target has thrived in Wal-Mart's shadow by offering an array of affordable products by such well-known brand names a Mossimo and Michael Graves. This has allowed Target to sell without having to beat Wal-Mart on price.
3	1991	5331	The first Costco stores were simple knockoffs of Price Clubs – but then started to sell fresh vegetables, meat and baked goods. Butchers and bakers prepared items on the spot.
4	2005	5600	Fashion snafus several years ago caused American Eagle Outfitters' business to plummet. In 2003, the apparel retailer moved its focus from teens to the college crowd by offering more sophisticated styles. As a result, sales lagged and profit declined for two straight years.
5	1990	5961	Lands' End wants to jazz up its private-label classic apparel lines. But if it gets too trendy, it risks alienating some of its tradition-minded shoppers.
6	2002	6211	Schwab has a marketing problem. For years, it sold itself as the place for do-it-yourself investors. Now, it wants to be the kindly adviser with all the time in the world – your grandad's broker. It may be tough for customers to make that leap.

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