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 product with particular values to imply relative benefits
Personal values
Other
| No. | Year | SIC | Note |
| 1 | 1990 | 2676 | Tambrands introduced an ad campaign that takes an upbeat, career-oriented approach. |
| 2 | 2002 | 3571 | Toshiba was the first notebook PC maker to use Intel Corp.'s Pentium 4 chip. Toshiba got out of the desktop PC business to focus on notebooks. Toshiba's focus is on mobile computing. |
| 3 | 2002 | 3751 | Harley Davidson emphasizes style as much as speed, appealing to their baby boomer customers by playing up the image of 1960s era rebelliousness and the independent road rider. |
| 4 | 2003 | 7041 | The vacation club industry is quickly growing, positioning themselves as a fancier, more flexible and more sophisticated alternative to other forms of property-ownership clubs. |
| 5 | 2002 | 7375 | Many music fans still like renegade file-sharing services like Morpheus, LimeWire and Grokster, which give users even more control over music than most of their commercial counterparts, allowing them to freely copy songs onto recordable CDs and portable devices. |
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