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
2.
Relative benefits – Help customers understand the unique benefits of your product
B. Establish reputation for brand
Draw on reputation of existing products
Suggest new uses for existing product
Use out of season
| No. | Year | SIC | Note |
| 1 | 1993 | 2000 | Crystal Light had virtually no advertising or promotions for half the year in cold months. So General Foods began promoting Crystal Light as a diet drink in January. |
| 2 | 1993 | 2000 | Campbell is trying contra-seasonal marketing – it hopes to fundamentally reshape the span of time in which consumers buy & use their products. |
<< Return to Acquire Steps