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 with other products

No. Year SIC Note
1 1986 2085 Bacardi continues to look for rum concoctions. It is considering a joint venture with Ocean Spray to promote rum and cranberry juice. Bacardi spent $2 million to push rum and orange juice this year.
2 2003 3571 With so many PC-makers entering into the consumer electronics (CE) market, the traditional CE makers are getting ready to compete. CE maker Sony has been able to charge premium prices for its products, which offer more features. Sony also has an understanding of the PC business because of its Vaio laptop, launched in the late 1990's. Sony also broke the office-productivity standard of PCs with its Vaio by creating an entertainment-focused computer, preempting the home entertainment revolution in electronics.

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