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

Attract attention of customers to brand name

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 1989 2000 Packaged goods manufacturers use checkout coupons to take direct aim at specific customers (based on what the customers buy). Advertise the product to the right customers.
3 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.
4 2004 4512 The no-frills airline EasyJet has successfully expanded into car rentals and Internet cafes and is considering launching,, and
5 2001 5812 Jack in the Box buys local/regional television spots while other top competitors use national advertising campaigns. It is a more pricey strategy but the ad dollars go further. "Jack" is the character in the television ads. "
6 2004 7372 When Microsoft Corp. launched Windows 95 operating systems, the company consolidated its market position and greatly enhanced its equity valuation by negotiating a billion dollar subsidy from many of its best customers and developers. During the product development the company sent out 400,000 beta version copies of Windows 95 to thousands of beta sites worldwide. Individuals and organizations would help track bugs and suggest improvements in exchange for receiving the software in advance and in effect influence the program's development and get help with any problems that arose. Microsoft essentially came up with a valuable technical population the size of a major city to help improve the quality and capabilities of its new operating system. The final stage of Windows 95 development was $900 million which is far more than the company had invested. The subsidy has enabled the company to produce a far better product for less money and time.
7 1987 8111 Many law firms under economic pressure turning to marketing tactics once unheard of in the profession. Hiring public-relations firms, lavishing money on brochures, hiring ad agencies. But must not offend old-line clients valuing discretion.

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