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

2. Relative benefits – Help customers understand the unique benefits of your product

b. Establish reputation for brand

Associate product with particular values to imply relative benefits

No. SIC Year Note
1 2111 2001 American Spirit Cigarettes were originally created in 1982 when there was a growing environmentally conscious and focused awareness of natural products. Sante Fe Natural Tobacco Co. began marketing the American Spirit brand cigarettes in small ads in New Age publications such as Body, Mind, & Spirit, Mother Earth News and the Utne Reader. Sales began to grow by word of mouth particularly in New York's East Village and the Haight in San Francisco. When the anti-smoking movement and its campaign began attacking big name manufacturers of the tobacco industry in the mid 1990s the public looked to American Spirit as the healthier choice because of the organic appeal.
2 2389 2002 Puma, the German athletic line, is seeing dramatically increased sales while bigger rivals Nike, Adidas and Reebok are in the single digits. The brand owes its success to the cultivation of fashion-conscious young shoppers. Puma offers sports-inspired gear with larger price tags. Teaming up with designer Jil Sander and model Christy Turlington for special editions, the brand has won over more fashion conscious consumers then one would expect from a sports brand. The celebrity endorsement of Serena Williams, signed at a lower cost before she became a top-seed star, has also increased brand exposure.
3 2844 1995 Both Crest and Colgate have come out with their own versions of baking-soda toothpastes. Colgate recently mailed out 11 million samples of its new Colgate Baking Soda & Peroxide brand.
4 3149 2004 When K-Swiss Inc. was bought in the 1980s, the new owner increased the price from $40 to $60 a pair, cut out sales to discounters and positioned the company as a conservative choice for anyone who wanted an alternative to flashier designs.
5 3571 1999 A leasing program brings PC and Internet access to as low as $30 a month from Gateway. Initially, the PC bundles will include Spanish-language versions of Microsoft Office or Microsoft Works plus five family-oriented pieces of software from Learning Co.
6 3571 2002 Toshiba knows it has to get back to being a technology leader. An area they excel in is adding wireless communication to its laptops. Toshiba is six to nine months ahead of its rivals in adding wireless features.
7 3711 2002 Volkswagen's western European sales are declining as it is hurt by competition from its rivals, Adam Opel AG and PSA Peugot-Citreon. The VW Golf was over taken by Peugeot 206. Volkswagen operates six brands ranging from Czech-made Skoda to VW to Audi and Bentley. Volkswagen announced that it would split the brands into two groups. One includes Bentley, VW and Skoda to appeal to conservative buyers. The second group is based around Lamborghini, Audi and Seat to appeal to the sportier market segment.

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