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

1.
Company and products – Help customers recognize and recall name of company and its products

B. Create brand for company or product

Use an existing company-owned brand
Use brand of a related product

Extend brand to products used in the same occasion or purpose

No.	Year	SIC	Note
1	1987	2038	Food companies get marketing mileage just using successful brand name with new items. Jell-O's new pudding pops, Dole & Chiquita's juice bars, Oreo's ice-cream sandwiches. It costs a fraction as much to market & advertise a brand extension.
2	1992	2300	Lee is extending its brand power to new lines of clothing. They sold well, which retailers attribute to the Lee name.
3	2005	2800	Crest's new formula of mouthwash has been in the works for a decade, as Crest sought to offer consumers something different. Crest's parent company is investing $100 million marketing campaign on the Crest brand mouthwash.
4	2003	4813	As more people replace fixed lines, regional Bells like Verizon are seeing local revenues shrink. That's why Verizon put together the biggest U.S. wireless phone company by forming a joint venture in 2000 with Vodafone. "Our ability to offer combinations of wireless and wireless services is distinctive." Two of Verizon's rivals, long-distance firms, AT&T Corp. and WorldCom, don't offer wireless services to consumers. Verizon is moving toward blurring wireless and local and long-distance services.

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