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

Use traditional media
Emphasize unique benefit in message

Image enhancement

No. Year SIC Note
1 2001 2389 In the past, Oakley's advertising has been almost exclusively sports marketing, however the company is beginning to invest in advertising that raises a broader awareness of its innovations.
2 2000 3571 Apple Computers has the challenge of conveying to consumers that Apples are strong and versatile enough to do everything that Windows PCs can while still expressing their uniqueness and their value at a premium price.

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