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

Relative benefits – Help customers understand the unique benefits of your product

B. Establish reputation for brand

Draw on reputation of existing products
Suggest new uses for existing product

Use out of season

No. Year SIC Note
1 1993 2000 Crystal Light had virtually no advertising or promotions for half the year in cold months. So General Foods began promoting Crystal Light as a diet drink in January.
2 1993 2000 Campbell is trying contra-seasonal marketing – it hopes to fundamentally reshape the span of time in which consumers buy & use their products.

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