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

3. Knowledge of product technology

Little – very limited exposure, may be new to the

No. SIC Year Note
1 2844 1987 Eclipse has gone so far as to name its new sun block Skin Cancer Guard. Advertisements include a warning by the Skin Cancer Foundation about the dangers of too much sun.
2 2900 1990 Because refiners can generate huge spreads on premium gasoline, oil companies have spent tens of millions of dollars to advertise the benefits of higher-octane premium grades.
3 3651 1988 Sharp has new VCRs with talking remotes that give step-by-step instructions for programming the machine. The synthesized voice confirms all the settings made.
4 3751 1878 Pope became the 1st American bicycle manufacturer in 1878. He built a booming business by creating customers. He published cycling magazines, sponsored monthly poster contests and encouraged the formation of bicycling clubs.
5 3900 1989 A common characteristic of innovation is the need to educate the potential customer to use the more complicated replacement. The first mechanical pencils came with advertisements that carefully described how to use them.
6 4899 2002 Yahoo claims the most workday instant messaging users. The company is now testing a version of its instant messaging software for businesses. Partnerships with Oracle, Sun Microsystems, BEA Systems, Novell and others will help integrate IM functions into popular business applications, set to launch next year.
7 7375 2004 Google focuses on making AdWords easy to use. An advertiser can link his site to an ad in minutes. Ads also appear on websites with which Google has revenue-sharing agreements, such as,, and AdWords is a cost-per-click program, which means advertisers only pay if a potential customer clicks on the ad and goes to the site. Pricing begins at 5 cents per click and goes up based on a keyword's popularity and demand.

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