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

Use public to tout brand

No. Year SIC Note
1 2004 2084 To promote Jagermeister, a German licorice flavored liquor, the Sidney Frank Importing Co. hired women dubbed as Jagerettes to hit bars and talk up the brand. There are now 1,200 Jagerettes and Jagerdudes nationwide.
2 2002 2337 The maker of Seven Jeans is the hottest upscale denim company on the market and among the priciest, at more than $100 a pair. Yet the company does no advertising. The jeans have been on the market for 18 months and no trendy boutique can keep them in stock.
3 1991 3572 Micropolis offered $100 any time a Micropolis employee in a cab heard a taxi driver say that Micropolis made the world's fastest disk drives, during a big trade show. Gave out $3600.
4 1987 3711 Chevy's 500-car giveaway promotion conducted with Procter & Gamble is paying off for a lucky few. One dealer says more than a dozen prospects a day, carrying plastic keys from P&G products coming to the dealership hoping to win a Corsica or Beretta.
5 2002 3751 Harley-Davidson has found that the best salespeople are motorcycle riders themselves. Half of the 8,000 employees ride a Harley-Davidson. They make their purchases through a dealer to experience the exchange from the eyes of a customer. Staff also attends rallies where they pick up ideas and receive feedback from loyalists.
6 1993 4512 Cathay Pacific Airways offered members of Am. Airlines' frequent-flier program a way to earn 80,000 miles by calling them and giving the names of 10 people you expect to fly round-trip between LA & Hong Kong on Cathay before next March.
7 1996 4512 America West's flights to Mexico's western coast began as an experiment underwritten by a tour operator. It started with 8 flights weekly; now it flies 26 trips a week to western Mexico resorts, and will add 7 more on Friday.
8 2004 8062 Community partnership is a basic part of Triad's business plan for each hospital it owns.

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