Final Customer Buying from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products.

A. Knowledge of company and company product

1. Familiarity with company and brand, crossing all products

Customer knows company, not brand

No.	SIC	Year	Note
1	0	2003	Companies spend vast sums of both money and time launching, leveraging and acquiring new brands in order to cater to the growing number of niche segments in every market. After a controversial merger or hostile takeover, many companies develop a completely new brand name and identity. Sandoz and Ciba-Geigy emerged as Novartis.
2	1531	1997	Centex is now planning several manufactured-home subdivisions in Arizona and New Mexico that will carry the respected Centex name and feature Cavco homes.
3	2000	1996	Kraft is considering consolidating all of its foods for the health-conscious under one name.
4	2043	1995	Boxes of General Mills Suncrunchers cereal and "new improved" Wheaties are turning up in samples in the driveway with the morning newspaper.
5	2084	2004	To promote Jagermeister, a German licorice flavored liquor, the Sidney Frank Importing Co. hired women dubbed as Jagerettes to hit bars and talk up the brand. There are now 1,200 Jagerettes and Jagerdudes nationwide.
6	2095	2002	Starbucks company only spends $30 million annually on advertising or 1% of its revenues just for the new flavors in the summer and product launches throughout the year.
7	2800	1992	A marketing blitz has sent samples of Lever 2000 to half of all US households.
8	2844	1995	P&G launched Crest Gum Care, with a reformulated version of stannous fluoride. P&G claims that Gum Care can reduce gingivitis
9	3500	2004	PalmOne last year increased its market share in a declining market, thanks to its Zire devices for consumers and Tungsten devices for professionals.
10	3571	2005	Sony exploited a stealth strategy to gain a foothold in the nascent household robot category. They created a household robot with a goal of seizing a leadership position in the emerging field against formidable competitors like Honda, Toyota, and Matsushi.
11	3577	2001	3Com's spinning off its access concentrator business into a unit called CommWorks. The move allows 3Com to focus on its business and home customers while CommWorks aims at big carriers.
12	3634	1997	Sunbeam will unveil half a dozen of its latest wares to retailers at this month's Gourmet Show in San Francisco.
13	3674	2001	AMD sold 7.3 million PC processors, worth $661 million, in the first quarter. About half of those were its Duron brand chips for inexpensive PCs, and most of the rest were its flagship higher-performance Athlon processors.
14	3674	2005	For years Intel has used the "Intel inside" logo and musical notes to draw attention to its chip products.
15	3711	1999	Ford expects to grab market share with two new truck vehicles this year. They will have to compete with Nissan's new design. Auto makers are retooling selling strategies for old and new light-truck models in reaction to increasing fragmentation of the truck market. Ford will, for the first time, market all of its SUV brands under one name.
16	4512	2003	Lufthansa has focused on the Star Alliance, which also includes United Airlines, and has established a strong position in central Europe. Many carriers expect the expansion of the EU to bring additional markets that aren't yet served by low-cost, point-to-point carriers.
17	4513	2005	DHL trucks are all painted bright yellow. UPS trucks are brown and the company uses "brown" as its nickname in advertising.
18	4813	2003	As more people replace fixed lines, regional Bells like Verizon are seeing local revenues shrink. That's why Verizon put together the biggest U.S. wireless phone company by forming a joint venture in 2000 with Vodafone. "Our ability to offer combinations of wireline and wireless services is distinctive." Two of Verizon's rivals, long-distance firms, AT&T Corp. and WorldCom, don't offer wireless services to consumers. Verizon is moving toward blurring wireless and local and long-distance services.
19	4841	2000	EchoStar sells and installs its own equipment which you order by phone. Direct TV systems come from a number of manufacturers including Sony, Panasonic, Hughes Electronics and RCA. They are available at most audio video retailers.

<<Return to Acquire Steps