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

Familiarity with specific product

No.	SIC	Year	Note
1	0	1991	Many companies advertise their products through movies. For example, Teenage Mutant Ninja Turtles always eat Domino's pizza.
2	2840	1994	Procter & Gamble bought Old Spice from a unit of American Cyanamid in 1990 for $300 million on the belief that it could take the brand younger. P&G refocused the brand on performance, launching Old Spice High Endurance in 1994 and targeting males 18 to 34.
3	3711	2002	General Motors, is on track to make its goal of reducing problems, defined as customer complaints about noises or fuel consumption. Chrysler is also making a major push to improve quality to help hold onto market share.
4	4813	2003	Local phone companies still have the advantage because they provide 97% of the DSL going into homes. They also make customers buy local-voice calling plans along with their DSL.
5	5812	1986	To woo hamburger customers, Taco Bell is spending $70 million on a national advertising campaign that calls its restaurants "the cure for common meal." The spots poke fun at hamburgers.
6	6512	2003	Shorenstein Co. has hired the Oakland Museum of California to curate exhibits of local artists four times a year at its building in Oakland, Calif., which opened last year and has about 170,000 square feet of space available. By hosting a reception for each new exhibit and keeping the building open three hours later once a month, the company is able to draw a high-end crowd capable of signing a lease.
7	7011	2005	Hotels are taking control over their own reservations again, as opposed using discount Internet booking sites. They're improving their own Web sites, leveraging loyalty programs and giving fewer discounts to third-party Internet channels. Major hotels are now starting to book more of their reservations over the Internet than through 800 numbers.

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