Intermediary Customers 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
Borrow equity of another company's brand

Use brand of a strong marketing partner

No. SIC Year Note
1 2000 1996 Packaged-goods companies, led by Procter & Gamble, more and more are teaming up with retailers in joint campaigns to pitch a single brand at a certain store. Also, Rubbermaid has new campaigns with Wal-Mart, Home Depot, & Venture Stores.
2 3140 1993 Genesco acquired the exclusive right to market Dockers footwear for men in the U.S. from Levi-Strauss which, in turn, has enjoyed tremendous success in developing the Dockers apparel brand. Dockers are casual, moderately-priced shoes with some 75 styles.
3 3711 2004 Mercedes has a deal with more than 20 Ritz-Carlton resorts to include a car with the price of a room. Lexus has also teamed up with a host of hotels nationwide, while Nissan is working with the Aspen Skiing Co. to offer guests staying in the most expensive suites at the posh Little Neil in Aspen, Colo., free Infinity sport-utility vehicles during their stay. Deer Valley Lodging in Park City, Utah, just expanded its "Vacation Test Drive" program to include more vehicles and to run year-round.
4 3944 1993 Mattel is stepping up its cross-promotions with companies such as Kraft and the home video units of Walt Disney and Fox, to reach more shoppers and get the Mattel brand name out in high-traffic supermarket and video-store venues.
5 5945 2004 Build-A-Bear cross-markets its merchandise by making its bear clothes available at other retail outlets. The company inked a deal with Limited Too that lets each retailer promote and sell the other's merchandise.

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