Intermediary Purchasing from the Producer of the Product
Obtain Steps: The Obtain steps include all activities preceding the selling of the product. These activities include the costs of identifying potential suppliers and stocking the product.
3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products
Knowledge of company and company product: Familiarity with company and brand, crossing all products:
Customer knows company, not brand
| No. | SIC | Year | Note |
| 1 | 2053 | 1998 | Hoping to raise sales again, Nabisco is planning to assign each customer its own sales rep. |
| 2 | 3500 | 2002 | Electrolux, a provider of professional food service equipment in Western Europe replaced 15 small brands with a few big brands. They decided to do this based on the results of a transnational survey. They were able to develop more effective, cohesive mean |
| 3 | 3571 | 1999 | Toshiba has introduced a new line of PCs aimed at independent vendors that build PCs to order. |
<<Return to Obtain Steps