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
Image enhancement
| No. | Year | SIC | Note |
| 1 | 2001 | 2389 | In the past, Oakley's advertising has been almost exclusively sports marketing, however the company is beginning to invest in advertising that raises a broader awareness of its innovations. |
| 2 | 2000 | 3571 | Apple Computers has the challenge of conveying to consumers that Apples are strong and versatile enough to do everything that Windows PCs can while still expressing their uniqueness and their value at a premium price. |
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