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

Improve the customer's profits directly

No. SIC Year Note
1 2089 2002 Rubbermaid, the manufacturer of plastic storage and other products, has launched new initiatives to turn around sales, increase products and improve customer relations. The company has launched a Phoenix program in which new representatives go into stores to promote the products. These reps were recruited from college campuses around the country, recruiters looked for eager and personable students. They undergo intensive basic training and are assigned to specific retailers. While in the stores, these reps stock shelves demonstrate products and run promotions, increasing sales dramatically. The reps are encouraged to improvise retail-marketing tactics and are rewarded based on the success.
2 2800 2004 The relationship between Kodak and Walgreens flourished into the 1990s, when consumers began demanding more one-hour photo developing. Kodak helped Walgreen set up a national one-hour photo business. It gave Walgreen a $31.6 million interest-free loan to help Walgreen implement the systems.
3 2840 1996 P&G is expected to help retailers transition to 'every day low pricing' by providing customized mailers promoting its prices. P&G will also offer display-ready products that can be put directly near the aisles without extra handling or unpacking cost.
4 3577 1999 Sun Microsystems wants to put Star, a new program type that transfers computing from the desktop to central centers online, out on the net and give it to users for free. Sun sees the Internet as quickly becoming a place where users either rent services and software or receive it as part of a package deal with their provider. In that environment, catering to service providers' needs becomes paramount.
5 5900 2001, the online florist in the Chicago suburbs, in fact washes its hands of both inventory and shipping. It merely takes customer orders and then forwards them for a fee to one of 17,000 independently owned florists in its network.
6 6411 2005 Included in the Helping Agents Grow campaign offered by St. Paul Travelers are tools that agents can personalize, including free-standing inserts, yellow page advertising and news release templates on topics such as home maintenance tips and how to save on auto insurance.
7 7375 2003 In 2002, Google went from running ads with its searches on a fixed-fee basis to selling advertisers the rights to given keywords so their ads pop up first when those words are entered in a query. Sponsors paid on a cost-per-click basis instead of the usual cost-per-thousand-visitors. It grew to 100,000 bidders in ten months, and thousands more advertisers are still signing up.

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