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
Community values


No. Year SIC Note
1 1992 2080 Pepsi did a promotion which offered buyers a $5 rebate on the home video release of "Home Alone." Gave customers money back, but tied in the all-family appeal of Pepsi to the all-family appeal of the movie.
2 1987 2844 Revlon entering the baby shampoo market with its Care for Kids mousse shampoo. DeVere Corp pushing Shampoo Created for Kids, which comes in bottles shaped like big crayons.
3 1993 4512 Northwest responded to American's prices with a "Grown-ups Fly Free" program, which gave free tickets to adults paying fares for their children.
4 1997 5812 KFC is adding to its family-friendly offerings by ramping up its Kids Meal marketing efforts with a promotional tie-in to Columbia Tristar's Extreme Ghostbusters syndicated TV series.
5 1997 5812 McDonald's will give away miniature versions of Beanie Babies with the purchase of happy meals. Plans call for participating restaurants to give away 2 million dolls per week until 5/15 making a total of 10 million.

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