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

C. Deliver brand message to customers

Use traditional media
Emphasize unique benefit in message
Function

Time savings

No.	Year	SIC	Note
1	1990	2900	Because refiners can generate huge spreads on premium gasoline, oil companies have spent tens of millions of dollars to advertise the benefits of higher-octane premium grades.
2	2001	3571	The average price for the Compaq iPaq Pocket PC is $500 vs. $209 for the Palm. Compaq is gaining customers in the corporate market who want more capable devices for accessing e-mail and business applications. Consumers also like the iPaq Pocket PC for its bright colorful screen, faster PC synching and ability to play MP3 music files.
3	2003	3571	Apple's shares of the U.S. consumer market have jumped from 2.2% in 2001 to 3.9% in 2002 because of the rollout of 51 Apple retail stores and the campaign aimed to switch PC users to buy Macs. The company has gained 23,000 new customers since the ad campaign.
4	2004	3577	Three new digital music players entered the market in hopes of slowing Apple's domination with its hit iPod. The iPod Mini holds 1,000 songs, costs $249 and comes in five colors. Manufacturers believe that most users do not need to carry more than 1,000 songs and smaller devices will be well accepted. All three devices tested have a longer battery life, larger storage capacity and are compatible with songs sold in Microsoft's file format. Dell's Pocket DJ is similar in appearance to the Mini but weighs slightly more. It has five buttons and a rolling dial that makes selections when depressed.
5	2004	3577	With direct seller Dell entering the already competitive printer market, rivals are introducing new techniques and pricing. HP is offering models that use eight separate ink cartridges for better quality. Sharp plans new multifunction models and Canon is investing in new facilities to double its inkjet printer production. Epson vows to double its market share with cheaper all-in-one units.
6	2004	3600	PC makers have been marketing their boxes on the basis of gigahertz, or how quickly the microprocessor runs applications. Now the computer industry is moving into consumer electronics. They are wooing consumers with a barrage of arcane statistics touting everything from battery life to music quality as measures of performance.
7	2004	3674	The new dual core processors are key to the continuing ability of chipmakers to create faster and cheaper chips. Both Advanced Micro Devices and Intel are hoping the design of the new chips will help boost sales. Their rivalry is good for computer makers and ultimately consumers because it is likely to drive chip costs down. AMD has announced it has completed its first dual-core chip design. However it will not ship the first device to customers until mid-2005. This means that AMD may not be far ahead of Intel. Intel has also finished its design on the first dual core chip which is code named Montecito. The company plans to ship that device in 2005 as well. AMD is designing its first dual core chips for network servers and workstations, towards the end of 2005 the company will also roll out a dual-core 64-bit chip for personal computers.
8	2001	3944	For all its whizzy technology, it's the games that could make or break Xbox. Developers will have completed 15 to 20 Xbox games by the time the holiday season hits, compared with 144 games that will be available for PlayStation 2 and eight for Nintendo's GameCube, which goes on sale Nov. 18.

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