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


No. Year SIC Note
1 2002 2385 Columbia Sportswear successfully expanded both its less-expensive and high-end jackets, hiking boots, & fishing apparel, a move that North Face is attempting to emulate by keeping their most premium products and then expanding downward to include less expensive products.
2 2002 2385 North Face outdoor gear supplier is expanding its footwear lines and entering into weekend-casual sportswear that includes men's and women's cotton tops and bottoms, called A5.
3 2002 2385 North Face outdoor gear manufacturer and retailer increased the lines of its less expensive casual wear in apparel in order to reach a broader target audience, one that includes more women.
4 2002 3400 Newell Rubbermaid Inc. sells its high-end Calphalon line in department stores, but it also makes a lower-price Calphalon line that is sold in discount stores.
5 2002 3571 Sony is unveiling its new home entertainment software on all its PCs. Gateway is launching a new 42 inch plasma TV.
6 2003 3571 Dell entered the consumer electronics business announcing a series of digital entertainment products that include a portable music player and a widescreen flat-panel TV. The company wants to use a direct sales model and its noted efficiencies to drive down costs and grab share. The company also unveiled an online music service, a home entertainment projector and an exclusive software application for managing digital media. Plus, Dell said it will debut a redesigned online retail store.
7 2003 3571 Dell Inc., the leading consumer computer supplier in the United States, plans to enter the consumer electronics market because consumer electronics and PCs are increasingly blending together into one market due to digital photography, music, movies, as well as broadband.
8 2002 3572 Western Digital today is soaring with a stock price that is up 20% this year. While desktop computers remain the destination of about 90% of Western Digital's drives, it has broadened its customer base to include such products of the future as Microsoft's Xbox and TiVo's personal video recorder.
9 2004 3576 Routers account for only about 40% of Cisco's revenue, but they remain important symbolically, and fast routers are central to the company's hopes of boosting sales to telecom carriers.
10 1985 7372 Last April IBM introduced a $40,000 database program, DB2, to compete with the key products of many independents. Although analysts say the program does not perform as fast as others, many customers waiting to test it.

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