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

c. Delivery brand message to customers

Delivery message directly to customer

No. SIC Year Note
1 2084 2003 Kendall Jackson wines faced major size disadvantage in distribution and marketing so the company built a large sales team to supplement the wholesale broker channel and ensure that the wines go straight to retail exposure.
2 2096 1995 On a single day in 1992, Frito-Lay gave away more than 6 million bags of and coupons for nacho cheese flavor Doritos at 100 special events and 10,000 supermarkets – the largest one-day sampling effort ever.
3 3021 2004 The first shipment of Adidas 1 shoes, which will number in the few thousands, will only be carried in some Adidas stores and in specialty running shops around the world. The new Adidas shoe contains a microprocessor placed under the arch of the foot to measure the compression of a runner's stride.
4 3576 2005 Electronic Data Systems is betting that its collaborations bring it growth in the business process outsourcing segment, one of the hottest in the industry at $3 billion. EDS is planning to invest $100 million more to set up ventures with other partners to move into the outsourcing of finance, accounting, and procurement.
5 5999 2004 In the last month, online music sellers Musicmatch, Sony, and RealNetworks have all teamed up with consumer goods companies to offer free digital downloads to consumers who buy sodas, beer, pizza, and hamburgers. The idea is to make consumers think about online music each time they purchase food and drink. Musicmatch began offering one free digital download to anyone who purchases a 44-ounce Slurpee drink from 7-Eleven. Musicmatch launched a similar promotion with Coca-Cola and Papa John's International. RealNetworks paired with Heineken USA to offer two free music downloads with purchase of a 12-pack of Heineken beer. Sony has a deal with McDonald's for one free download from Sony with purchase of a McDonald's Big Mac Extra Value meal.
6 7374 2002 The start up Center Beam held a cruise in which senior IT people and vendors get together. The cruise was paid for by the vendors who had a captive audience for their sales pitch. The cost for the entire event was around $30,000.

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