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.

Knowledge: Add knowledge

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

B. Create brand for company or product

Borrow equity of another company's brand
Use brand of a strong marketing partner

Market through a partner specialized in serving a niche segment of customers and who uses your brand to assist in marketing their product

No. Year SIC Note
1 1996 2000 Beginning in January 1997, Kraft will sponsor a year-long slate of family-targeted movie screenings at General Cinema Theatres in 50 top US markets with the Cartoon Network's new MaTOONays program, as Kraft broadens it kids strategy- packaging its top channels.
2 2003 2082 Coors expects its five-year sponsorship deal with the National Football League to add to results this year.
3 1993 3140 Genesco also purchased the exclusive worldwide license to market Nautica footwear for men, women and children which is expected to benefit from the growing popularity of the Nautica apparel and accessories lines.
4 1989 3711 Acquiring the Saab stake gives GM an additional luxury-car brand name it desperately needs in Europe.
5 2001 3949 Callaway Golf's deal with the golf-apparel maker Ashworth Inc. is expected to boost Callaway's golf-wear business, previously only licensed to Nordstrom's, which limited its reach. The deal is meant to broaden availability to a wider range of customers.
6 2002 4812 Sprint PCS is launching an upgraded network for wireless data services this summer. Because of their recent partnership with Virgin mobile they will be able to target the youth market indirectly. In the industry, six national carriers and regional players vie for subscribers as airtime prices fall.
7 2000 4813 Microsoft and Net2Phone have signed a deal to allow Microsoft's instant messaging users to make free long-distance phone calls over the web.
8 2003 4813 Vonage has signed up its first 15,000 customers at its web site and at In early March, Vonage signed with EarthLink as a marketing partner. Earthlink will resell Vonage's Internet calling service to its 800,000 broadband customers.
9 2000 4841 EchoStar sells and installs its own equipment which you order by phone. Direct TV systems come from a number of manufacturers including Sony, Panasonic, Hughes Electronics and RCA. They are available at most audio video retailers.
10 1992 8900 Motown is talking to Ford about putting sampler recordings of the Supremes, the Temptations, and other artists in new Tauruses and similar models.

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