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

Draw on reputation of existing products
Suggest new uses for existing product

Use as substitute for another product

No.	Year	SIC	Note
1	1996	2000	Kraft's new Philly for Toast! is being touted as having 25% less fat than butter has.
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	1992	2840	P&G describing previous "deodorant soap" now as "anti-bacterial deodorant soap."
4	1988	3571	Pope became the 1st American bicycle manufacturer in 1878. He built a booming business by creating customers. He published cycling magazines, sponsored monthly poster contests, encouraged formation of bicycling clubs.
5	2004	3571	PCs are gaining respect as Apple machines were used to create one of the world's fastest supercomputers. The companies also sell big mainframe systems.
6	2004	3873	Swatch transformed watches from rare purchases into more affordable items that consumers bought as fashion statements.
7	1987	4813	Local phone companies advertising reasons to call: "thank you" calls, "don't be lonely" calls, "good wishes" calls. Illinois Bell says that its test marketing indicates a 5% to 10% increase in calling volume as a result of its year-old campaign.
8	1987	7300	American Express announced a new kind of check for giftgivers. It will be selling these checks, with check, card, and gold envelope for about $2.50. Like travelers checks, they will be cashed at millions of locations worldwide and refunded if lost/stolen.

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