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

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

Create joint venture marketing alliance where both partners market their brands together

No.	Year	SIC	Note
1	1993	3519	After being unable to break into foreign markets, Cummins and others have joined joint ventures with foreign truck manufacturers to jointly develop products to meet new environmental standards including: Mercedes with Detroit Diesel, Scania, Teco, & Komasu with Cummins.
2	1994	3571	Chipcom's unique advantage is a joint product development and marketing agreement with IBM. Its products carry IBM's name and others that carry its own, and IBM's sales force sells both.
3	2002	3571	IBM agreed to license its thin client technologies to Neoware, to stop making its NetVista thin client product line, and to name Neoware as its preferred provider of thin client appliance products. This deal cost Neoware 375,000 shares of stock.
4	2000	3651	Sony Corp. is launching two new hand-held computers in Japan and in the U.S. market. The devices use application software developed by Palm Inc., which struck a licensing agreement with Sony last year.
5	1993	3944	Mattel is stepping up its cross-promotions with companies such as Kraft and the home video units of Walt Disney and Fox, to reach more shoppers and get the Mattel brand name out in high-traffic supermarket and video-store venues.
6	2003	4800	San Jose, Calif.-based WebEx, meanwhile, this year signed a development deal with Norwegian video conferencing company Tandberg. It lets users of that company's systems use WebEx conferences as part of video meetings.
7	2000	4813	Net2Phone is planning a service of Internet telephone usage with Microsoft's arch rival, America On Line. The AOL service will cost about a penny a minute for domestic calls.
8	2000	7370	NCR Corporation announced an agreement with QVS, Inc., a leading manufacturer and distributor of computer connectivity products, to offer QConnect for Microsoft Windows CE.
9	2000	7372	Trend Micro's Edoctor business is an on-call service. It works with Internet service providers that offer anti-virus for their customers. This helps it sell much more easily without expense. Trend Micro provides service and technology.

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