Intermediary Customer Purchasing from the Product Producer

Sell Steps: Sell steps include the activities Intermediary customers take in selling and delivering the product to their customers. These activities include their own customer recruitment and product delivery.

C.
Experience: Enhance the experience the customer has with the product

2. Associate the company or the product with an image to increase customer pleasure in using the product

a.
Warnings and advice

No.	SIC	Year	Note
1	0	2003	While demographic segmentation can tell producers what people buy, it can no longer say how people shop. To gather information on buyers, researchers must study the entire process, from shopping to purchasing and then owning the product. Shoppers tend to fall into four major behavior-based categories. The first are habitual shoppers who purchase from the same places over and over in the same manner. The second are high-value deal seekers who know their own needs and channel surf to find the lowest possible price. The third group, variety-loving shoppers gather information in many channels, take advantage of high-touch services and then buy in their favorite channel, regardless of price. The fourth group are high-involvement shoppers who gather information in all channels, make their purchase in the low-cost channel but then avail themselves of customer support from a high-touch channel.
2	2330	2001	Yves Saint Laurent's actions to reduce its number of retailers are similar to those taken by several other luxury companies such as Giorgio Armani, Sean Jean and Tiffany & Co. However, they also contrast with the broadening efforts made by such high-enders as Jaguar and Mercedes.
3	3711	2002	Jaguar fears tarnishing its luxury name by selling its new lower-end X-Type with discounts. Although BMW and Mercedes both successfully broke into the entry-level luxury vehicle market, Jaguar was hurt by its own lower-end expansion.
4	3711	2003	BMW focuses on upscale brands only- BMW, Rolls Royce and Mini, with success. The company does not manufacture minivans because it does not fit in with the group brand values.
5	5311	1988	Dept. stores countered discounters by developing their own private labels and by offshore production to reduce costs. But offshore prod. involved long lead times that encouraged a reluctance to gamble on advanced styling. Styles became boring.

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