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

Get professional or third party endorsement

Professional group

No.	Year	SIC	Note
1	1988	2033	Procter & Gamble has a new calcium enriched line. It's trying to get the seal of American Medical Women's Association on its product.
2	1986	2834	American Home Products is funding research that questions the efficacy of generics. It also runs advertisements in medical publications raising doubts about generic substitutes for Inderal.
3	2000	3577	Leica's sales thrived, thanks largely to word of mouth within the tightly knit world of professional photographers. For several decades Leica did minimal marketing, simply because it did not need to.
4	2003	3711	GM's Regal beat out the Toyota Camry and Honda Accord as the most reliable midsize sedan in America. GM, like its Detroit rivals, has been steadily improving its quality for years and is narrowing the gap with the best of the Japanese in both initial quality and long-term dependability surveys. Despite its praises, the Regal has low sales. Its plight says a lot about why Detroit's quality improvements aren't translating into stronger sales. Quality no longer means what it used it as the competition is upgrading as well.
5	2002	3711	A German survey ranked the German-built Ford Focus compact car number one in a study of durability during the first three years of a car's life.
6	2003	3713	Paccar's Peterbilt medium-duty truck was ranked No. 1 by J.D. Power & Associates in customer satisfaction, the third such honor in four years.
7	1997	3751	In 1990, the winner of the Tony NORBA Nationals rode a RockShox fork, giving them great publicity. RockShox won endorsements from top racers and produced slick graffiti-based ads.
8	1997	3861	Fuji has built a reputation for price, quality and sharp marketing and has won a strong following among professional photographers. This acceptance in the professional world has given Fuji a lot of cachet with amateur shutterbugs.
9	2004	5812	Subway put a whole line of products behind the man who lost a lot of weight because all he ate was Subway Sandwiches. KFC twenty years ago emphasized the fried factor of their product, but now the KFC stands for "Kitchen Fresh Chicken," the marketing strategy swings back and forth depending on the taste appetite of the American consumer.

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