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

Use brand name to establish reputation

Use name in only one segment

No. Year SIC Note
1 2004 3500 PalmOne last year increased its market share in a declining market, thanks to its Zire devices for consumers and Tungsten devices for professionals.
2 1999 3571 Toshiba has its Equium line aimed at the corporate market and made a stab at the consumer desktop arena with a product line called Infinia.
3 2001 3577 3Com's spinning off its access concentrator business into a unit called CommWorks. The move allows 3Com to focus on its business and home customers while CommWorks aims at big carriers.
4 2004 3577 Intel will use its new 2200BG Wi-Fi chipset in its Centrino chip package for notebooks. They forecast that 50% of notebooks will use Centrino chips by the end of 2004.
5 1999 3711 Ford expects to grab market share with two new truck vehicles this year. They will have to compete with Nissan's new design. Auto makers are retooling selling strategies for old and new light-truck models in reaction to increasing fragmentation of the truck market. Ford will, for the first time, market all of its SUV brands under one name.
6 2000 5661 Genesco is getting a big boost from its Journeys concept, a casual shoe chain for teens, with brands such as Timberland and Sketchers. Genesco also runs a chain called the Underground Station, aimed at urban males ages 18-35.

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