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

C. Attract attention of customers to brand name

Approach customers individually

Use direct mail or email

No. Year SIC Note
1 1989 0 R.J. Reynolds tailors the premiums it mails out to an individual's lifestyle, because it has an extensive database of info about customers. Ex: Mails golf balls to golfers.
2 1994 2000 Kraft has amassed a list of more than 30 million users of its products who have provided their names when sending in coupons or other promotions. It regularly sends them recipes and coupons for specific brands.
3 1994 3711 GM in 1992 joined with MasterCard to offer the GM card. As a result, GM now has a database of 12m cardholders, and it surveys them to learn when they plan to buy a car/truck. If plan to purchase, then mails out information on its auto lines.
4 1996 3711 Mercedes-Benz plans to pre-sell its new M-Class sports utility vehicle by mail. So far has sent 2 bulk mailings to interested buyers.
5 1991 3711 GM is rolling out its Cadillac Seville with a mailing offering a videocassette to 170,000 young and affluent customers.
6 1991 4832 KKSF carefully targeted 150,000 Bay Area residents – chosen for their demographic and geographic desirability – to receive a cassette in the mail with a mix of music they're likely to hear when they tune in to the station.
7 1995 7011 Marriott is sending direct mail ads to small customers, promoting lodging in Atlanta in spring of 96.

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