Modified re‑buyers typically have some knowledge of rival products, but will probably not know a great deal about Dycem. Therefore, at this point the prospects are introduced to Dycem products, but...

Modified re‑buyers typically have some knowledge of rival products, but will probably not know a great deal about Dycem. Therefore, at this point the prospects are introduced to Dycem products, but only at a generic level, which allows com‑ parison with rival or alternative products. Features and benefits of the products are also emphasised.