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

C. Deliver brand message to customers

Deliver message directly to customer
Employ direct marketing to end users


No. Year SIC Note
1 1999 3571 HP has increased its direct selling in response to Dell's success with that approach
2 2004 3575 Wind River Systems sent out stereo headphones to 4,000 software executives, offering a free iPod to those who called and listened to their sales pitch. The incentive was effective with 20% of recipients calling back. This is an effort to win back customers turned off by its haughty customer service and anti-Linux stance. The company sells development tools for embedded software. That's the code that comes hard-wired in a wide range of machines, the best example being Apple's iPod.

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