Final Customer Buying 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.

3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products.

A. Knowledge of company and company product

1. Familiarity with company and brand, crossing all products

Customer knows neither company nor brand

No.	SIC	Year	Note
1	1531	1975	Del Webb has struck gold in the graying of America. The Phoenix-based company is the US's leading developer of retirement communities. Its first Sun City, near Phoenix, pioneered resort-like retirement living.
2	2000	1995	New types of product sampling programs are evolving, in which products are packaged together for greater effect. Co-Op has packaged a single serving of Alberto-Culver's Molly McButter in its Success Rice.
3	2000	1995	Interstate Bakeries (Wonder Bread, Hostess) will start to use TV ads to target kids, after not advertising on TV since the 1970s.
4	2834	2004	Connetics expects to generate $46 million in sales in 2005. It has potential to grow by building on its relationships with doctors. The company's 66-person sales force services just about all the dermatologists in the U.S.
5	2844	1991	The secret to LA Looks is the colorful appeal of the packaging, its sexy name, and a low price.
6	3570	1985	United Tote recently formed a joint venture with Wembley Inc of London, which owns about 20% of its shares, to acquire race tracks in North America. Wembley will help United Tote market its Tote systems abroad.
7	3572	1991	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. The company gave out $3600.
8	3651	2003	In 2002 Japanese copier maker Ricoh conducted its first global brand campaign. While budgeted at $15 million a year, a fraction of what Hewlett-Packard Co. spent, the campaign doubled the company's name recognition.
9	3751	1997	In 1990, the winner of the Tony NORBA Nationals rode a RockShox fork, giving them great publicity. RockShox won endorsements from top racers and produced slick graffiti-based ads.
10	3861	1990	Kodak sailed a blimp over Tokyo and made a huge yellow neon sign at Japan's equivalent of Times square. Sales of all products have risen six fold. Kodak belatedly began selling film in Japanese-labeled boxes a few years ago.
11	5812	2005	Appleby's uses the theme "eatin good in the neighborhood"
12	6331	2005	Philadelphia Consolidated Holding insurer gets a leg up from its marketing strategy. It uses its own sales force to go after business, making about 30,000 calls a week to targeted prospects and keeping close watch on all that activity as well.
13	7011	1988	Motel 6 launched a national radio campaign that increased its market share noticeably, using the theme "We'll leave the light on for ya." Days Inns has commercials on cable TV. Red Roof Inns advertises on TV and radio.

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