Final Customer Purchasing 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.

A.
Knowledge: Add knowledge

1.
Company and products – Help customers recognize and recall name of company and its products

B.
Create brand for company or product

No.	Year	SIC	Note
1	2003	0	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	1998	2800	Nutrasweet was a pioneer of Monsanto's "ingredient-marketing" which is a strategy of getting customers to pay more for special ingredients. Nutrasweet has paid $1 billion to advertise.
3	2000	3695	Iomega is a hardware company with annual revenues peaking at $1.74 billion in 1997. The company's success is due to its Zip products, which are floppy like 100 MB removable disks and drives. Emerging from tough times, the company has added a few new products thus expanding Zip capacity to 250 MB and jumping into rewritable CD markets. The company is recovering by building on its core competence, removable media storage, but coming up with new products that catch the trend of the times.
4	2003	4813	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 wireless 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.
5	2003	5734	The Taiwanese hope to either make TVs for major consumer electronics companies or for PC companies looking to enter new markets. Quanta thinks computer makers will do well because they're used to cutthroat competition. Later this year, Quanta will start producing 23-inch and 26-inch LCD TVs that will retail for up to $1,500, for a brand they won't name.
6	2002	7011	In 1998, when the hotel industry was adding ever fancier rooms by the thousands, Choice Hotels, then a 3039 unit franchisor of Quality Inns, Comfort Inns and other budget names, decided to stay put.
7	1991	8700	H&R Block makes its products/commercials more palatable to tax-averse citizens by doing joint commercials with other companies and products (like Excedrin).

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