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

Associate product with particular values to imply relative benefits
Personal values


No. Year SIC Note
1 1990 2676 Tambrands introduced an ad campaign that takes an upbeat, career-oriented approach.
2 2002 3571 Toshiba was the first notebook PC maker to use Intel Corp.'s Pentium 4 chip. Toshiba got out of the desktop PC business to focus on notebooks. Toshiba's focus is on mobile computing.
3 2002 3751 Harley Davidson emphasizes style as much as speed, appealing to their baby boomer customers by playing up the image of 1960s era rebelliousness and the independent road rider.
4 2003 7041 The vacation club industry is quickly growing, positioning themselves as a fancier, more flexible and more sophisticated alternative to other forms of property-ownership clubs.
5 2002 7375 Many music fans still like renegade file-sharing services like Morpheus, LimeWire and Grokster, which give users even more control over music than most of their commercial counterparts, allowing them to freely copy songs onto recordable CDs and portable devices.

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