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.

Resources: Reduce resources required for the use of the product

1. Money – Reduce the money the customer uses with the product

a. Reduce the level of payment for use of the product

Reduce price for a comparable product

No. SIC Year Note
1 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.
2 3571 2003 The latest device has a faster processor and 8 MG of memory, games, a shopping list and other software. The original Zire drops in price to $79, down $20, and will be gradually phased out.
3 3572 1997 Certain drive manufacturers continued to dump a lot of 1.2GB and 1.6GB desktop drives into the distribution channel in September to clear aging inventory
4 3711 2004 General Motors Corp.'s decision to keep its factories running and to fire up a massive sales blitz, featuring 0% financing for the next five years is widely credited with helping the U.S. economy avert a deeper slump following to the September 11 attacks.
5 3711 2005 The new leasing trend in the auto industry is a better option for customers who buy a new car every two or three years. Manufacturers are not offering the leasing deals across the board, instead they are focusing them specifically on certain parts of the country and on specific vehicles.
6 3944 2004 In 2004, the Lego Co. released a low-priced line of its plastic blocks. The new line, known as X-Pod, is sold in drugstores and supermarkets near the candy and magazines at the checkout, with 40 small pieces going for $3.49.
7 4512 2004 Marriott has become an industry leader by whipping troops into line, including hotel owners while treating customers with a soft touch. The company offers franchises to hotel owners. They have seen steady recovery while luxury rivals have floundered. Hotel owners under Marriott pay the industry's highest fees and must use Marriott-controlled suppliers. Those suppliers often do not pass along discounts to individual buyers. Owners also complain of over billing for marketing and restaurant-concept research. Despite a willingness to undermine owners by building another hotel near by, most owners feel that they do better under the banner than they could elsewhere; 55% want the lodging giant to manage the next hotel they are buying or building.
8 4931 2000 offers to sell utilities at lower rates than can be generally found elsewhere by aggregating customers. New England Electric System sells electricity through Essential at 10% below competitors' prices.
9 5735 2004 Companies are experimenting with ways of distributing and selling music that, over time, are headed for the mainstream. Right now, the pricing at the nearly dozen major services, from Apple to Dell, is identical at 99 cents a song and $9.99 an album. But Wal-Mart is testing 88 cent downloads.
10 6211 2000 has made a deal with E*Trade to offer its services to customers of the brokerage firm. The service, which normally costs $75 when accessed directly over the Internet, will be free to some wealthier E*Trade customers.

<<Return to Sell Steps