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.

Knowledge: Add knowledge

1. Company and products – Help customers recognize and recall name of company and its products

b. Create brand for company or product

Use an existing company-owned brand

No. SIC Year Note
1 2038 1987 Food companies get marketing mileage just using successful brand name with new items. Jell-O's new pudding pops, Dole & Chiquita's juice bars, Oreo's ice-cream sandwiches. It costs a fraction as much to market & advertise a brand extension.
2 2834 1994 J&J extended Tylenol name into medicine for allergies and kid's colds.
3 2844 2002 Chattem spends way more on advertising than it does on research and development. It spent 1% of its sales on R&D and 39% on advertising in 2001. The company bought Gold Bond from Martin Himmel when the product was only bringing in $20 million annually.
4 3861 2004 Kodak is trying to play it all ways in the digital photography world. The company is developing photo printers and digital cameras of its own. It has also put a stake in the online digital image market with its popular Ofoto Web site, which charges 29 cents per print. Kodak also sells do-it-yourself digital printing kiosks and other photofinishing equipment to retailers.
5 7336 2003 nVidia and ATI both make parts for PCs as well as the graphics chips for a game console: ATI for Nintendo and nVidia for Microsoft's Xbox. Both have chips made in Taiwan by the same factory, Taiwan Semiconductor Manufacturing. And both face the prospect of razor-thin profits, largely on account of the other's existence and consequent price competition, something missing in the rest of the PC world of monopolies.

<<Return to Sell Steps