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

Associate products with particular values to imply relative benefits
Personal values

Performance

No.	Year	SIC	Note
1	1986	3143	Although footwear is mostly a fashionable business, Timberland stresses performance, not styling. Advertising stresses how well shoes made, and fact that shoes are authentic, American-made for the outdoors.
2	2004	3143	Brands like Merrell, CAT Footwear, and Hush Puppies target upper-tier, quality conscious consumers. Consumers buoyed by a better job market are leaning to higher priced goods.
3	2004	3149	Puma's sporty advertising campaign is trying to remind consumers that it is an athletic brand, not just a trendy sneaker. The relaxed vibe in the ads serves as a striking difference to rival Adidas' intense new "Impossible is Nothing" campaign.
4	2002	3571	Toshiba's strong point is in multimedia computers. It competes with Sony Corporation and Apple Computer Inc. in that field. They aim to be a technology innovator rather than a technology aggregator like Dell.
5	2005	3571	The Mac Mini is a minimalist aluminum box, six inches square and two inches tall. Apple downplayed its PC capabilities and emphasized the Mini's other uses as a music server for a car, a dedicated internet port for the kitchen, a mobile recording studio for the band, a back up device for photos, a TiVo like recorder and digital entertainment hub for the living room. Apple faced a marketing challenge because most people used Windows based PCs and the public's opinion of Apple was that they were overpriced and out of step. The company stealth positioned the Mini as a competitively priced machine that can go head to head in the low end PC market. Apple did not affiliate the product with a specific alternative category instead it simply suggested it was not a PC. Their strategy disassociates the Mini from other low-priced commoditized PCs and leaves future marketing options open.
6	1987	3578	Advertising for Hewlett-Packard calculators: calculators that solve business problems, include modes for finance, lets you compile lists of numbers and scroll through them, beepers to remind you of appointments, comes with optional cordless printer.
7	2002	3663	As the world's premier electronics maker, Sony was at an advantage over other competitors in the new broadband market because of its sharp brand reputation and connection to the technological elite.
8	2004	3663	Samsung's strategy of staying focused on the high end consumers and building a brand name image around that niche market has been economically beneficial. One of the keys to Samsung's success has been its ability to roll out new features faster than rivals.
9	2000	3674	AMD has been beating Intel to market with faster chips and has been able to produce more of the high performance chips than Intel.
10	1990	3711	Honda is trying to enhance Acura's high-performance image with a new high-priced car.
11	2003	3711	Toyota Motors Corp.'s Lexus division is re-launching the Lexus LS 430 with new technology and a new advertising campaign stressing performance to counter the competition from its rivals in the U.S. luxury car market.
12	2002	3711	The same GM-designed transmission that BMW uses under license in its $45,000 5 series will be used in the newest $35,000 Cadillac CTS sedan. GM created the high-quality transmission several years ago but had no suitable car for it until the CTS, called a close second to the high-performance 5 series.

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