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

Customer

No.	Year	SIC	Note
1	2001	2111	The American Spirit cigarettes are stocked in organic markets and metaphysical bookstores. The sales of the brand have been seen as an antiestablishment alternative to "Big Tobacco," have nearly tripled since 1997 and are expected to reach $120 million this year.
2	2001	2111	American Spirit Cigarettes was originally created in 1982 when there was a growing environmentally conscious and focused awareness of natural products. Sante Fe Natural Tobacco Co. began marketing the American Spirit brand cigarettes in small ads in New Age publications such as Body, Mind, & Spirit, Mother Earth News and the Utne Reader. Sales began to grow by word of mouth particularly in New York's East Village and the Haight in San Francisco. When the anti-smoking movement and its campaign began attacking big name manufacturers of the tobacco industry in the mid 1990s the public looked to American Spirit as the healthier choice because of the organic appeal.
3	2005	3500	Since late 2000, business-application software maker SAP has been using advertising which highlights its customers, such as North Face.
4	2005	3571	Sun Microsystems' newest print ad campaign won't feature details about how its software works, but instead more about Sun's customers, including eBay.
5	2004	3663	XM Satellite has said that Toyota will install satellite-delivered data services like traffic/weather condition on its vehicles. XM has dealer-installed options on 10 Toyota models. It has factory arrangements with Honda and GM as well. Sirius has factory installed arrangements with DaimerChrysler and BMW.
6	1989	3678	AMP enjoys an approach advantage, spending about 8% of revenue on R&D by funding development work for major customers such as DEC, IBM, and others. The companies help engineer the connecting devices it hopes to supply.
7	1993	3711	Last September, Saab organized a series of fancy parties to unveil its new model to current Saab owners before introducing it to the general public.
8	2003	3999	Gillette, the razor industry's giant, has been shaken by the success of Schick's Intuition for women and Quattro for men, products said to change the competitive landscape of the industry. However, Gillette still holds a two-thirds share of the U.S. razor market and an even stronger position in the high-end, high-margin, replaceable-cartridge razors it pioneered.
9	1986	4512	Delta to spend about $18 million over the next 10 years for a promotional tie-in with Disney World, replacing Eastern Airlines as the official airline of the amusement park.
10	2005	4812	Cingular Wireless has begun advertising how it has helped business customers such as Avis rental car agency.
11	2002	4813	AT&T Wireless plans to market its data services to companies first so employees on the go can get e-mail and other critical information. As services such as short messaging and instant messaging get simpler and cheaper, it anticipates that it can take off with consumers too.
12	2002	4899	Microsoft, AOL and Yahoo are prepping corporate versions of their popular instant messaging software.
13	2003	5812	Starbucks proved that in some cases word of mouth can be a highly effective marketing tool. The coffee chain created its brand by focusing on the customer experience and building a critical mass of stores rather than running commercials. Good food, polite service, and clean restaurants seem to be the key to cultivating committed fast-food customers.
14	2000	7011	The CEO of Joie de Vivre got started by buying an old hotel in a rough part of San Francisco. He repainted and renamed it, and then had travel agents and nightclub owners send band members to it. Musicians loved the funky, unique quality of it and its location.
15	2005	7372	Oracle tech company's ads feature customer 7-Eleven.

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