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

No.	Year	SIC	Note
1	2003	0	The relevance of a corporate brand is determined by the business strategy. When it changes, the corporate brand itself needs to be altered. UPS expanded from being perceived as a U.S. based company to a global provider of distribution, logistics, and financial services. IBM has evolved from being an "e-business" company to "on demand" a concept that computer resources should be available to the user on demand and not stay idle when not being used.
2	1993	2086	Perrier seeking to erase its image as a drink for aging yuppies; trying to recreate it as a thirst-quencher for the young by boosting ad spending.
3	2003	3571	With so many PC-makers entering into the consumer electronics (CE) market, the traditional CE makers are getting ready to compete. CE maker Sony has been able to charge premium prices for its products, which offer more features. Sony also has an understanding of the PC business because of its Vaio laptop, launched in the late 1990's. Sony also broke the office-productivity standard of PCs with its Vaio by creating an entertainment-focused computer, preempting the home entertainment revolution in electronics.
4	2004	3873	Swatch transformed watches from rare purchases into more affordable items that consumers bought as fashion statements.
5	2003	4813	Verizon Wireless Inc. said its third-quarter revenue jumped 18%, as it added 1.4 million subscribers and 100,000 customers for its new push-to-talk service. The nation's biggest wireless carrier, Verizon launched a push-to-talk service on Aug. 14 that competes with Nextel Communication Inc.'s popular Direct Connect product. That means Verizon added 100,000 push-to-talk customers in just over six weeks.
6	2004	6141	The partnership of MasterCard and the Diners Club Card is an extension of MasterCard's relationship with Citigroup, one of the largest issuers of MasterCard products, including American Airlines Aadvantage card.
7	2005	7375	Microsoft will officially launch its own search service. Loaded with bells and whistles such as local and desktop search and custom search feeds, the service is the company's formal challenge to rivals including Google, Yahoo, and Jeeves. It will be available in 25 markets in 10 languages via the company's Web portal MSN.com. Microsoft might be perceived as late entrant to the search, but it vows to provide the Web's fastest, most-concise results. Unlike rivals, it won't direct users to a bunch of links to other sites when they make a query.

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