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

Commitment to an community

No. Year SIC Note
1 1989 2032 Beech-Nut's only products are baby juice, baby cereals and baby food in jars.
2 1991 3571 Unlike most premium brands who aimed at the exclusive elite, Macintosh tried to distinguish the machine by its lack of exclusivity.
3 1990 3711 Honda's new ads tout its commitment to America, showing its ties to American culture and its American-made exports to Japan.
4 1992 3949 Nike is reaching out to women with special ads that discuss how they feel about their bodies.
5 1986 4813 Some small telephone companies succeed by playing up their small, hometown-ness. TelNet of Anniston, Alabama, has 37% of its local businesses' business.
6 1999 5734 Gateway is budgeting a relatively modest $2.5 million for television and radio advertising campaigns between now and December. But if the company achieves its goal of becoming the clear leader in the segment, its spending on Hispanic marketing could rise to $25 million next year. The new TV ads, developed by Vidal, Reynardest & Moya, the Hispanic marketing arm of Interpublic Group of Cos.'s McCann-Erickson, will begin in November on the Univision and Telemundo television networks. The campaign also includes local radio spots and product ads in Spanish-language newspapers. The ads retain Gateway's folksiness while adding a strong dose of family aspiration. The ads also emphasize the company's Spanish-speaking sales and technical help and each finish with the theme "Tomarlo Personal," which means taking it personal.
7 1986 5812 McDonald's uses advertising and community involvement to reach Spanish-speakers.
8 2004 7031 In 1998, the manager of Mountain High ski resort near Los Angeles sought to revive the slopes by reaching out to African Americans, Hispanics and Asians through contests and advertising targeted at underrepresented groups. In 2003, visits had skyrocketed and 40% of patrons were of the targeted groups. Mountain High has increased minority representation in its advertising and its staff.

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