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

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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