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.

Experience: Enhance the experience the customer has with the product

2. Associate the company or the product with an image to increase customer pleasure in using the product

Suggest personal characteristics of the user of the product

No. SIC Year Note
1 1499 2001 De Beers created the notion that diamonds are of emotional value and that as a gift, diamonds represent love.
2 2330 2001 Since Yves Saint Laurent has been cutting retailers dramatically to increase brand attractiveness, one of its segments' margin rose from 5.6% to 9% in one year.
3 2337 2002 Seven Jean's timing was perfect for the market. After the designer jeans craze of the 1980s, jeans receded to casual wear during the 1990s. But a few years ago they swung back into high fashion when brands like Earl, Diesel and Levi's came out with jeans priced over $100. Versace and other high end designers have always sold jeans at $250 or more but these new brands are aimed at ordinary folk who used to wear Gap or Lee. Juicy, Miss Sixty, Paper Denim, and Cloth and Joe's Jean brands are joining the fad of only selling the brands in boutiques and not advertising. Seven's time honored high fashion technique is that it limits its production so shoppers have to wait months before they can actually purchase. The company can only turn out 100,000 pairs a month and has 300 retail accounts. They are not looking to take on any new customers because they don't want to flood the market.
4 2337 2002 The maker of Seven Jeans is the hottest upscale denim company on the market and among the priciest, at more than $100 a pair. Yet the company does no advertising. The jeans have been on the market for 18 months and no trendy boutique can keep them in stock.
5 3571 2000 Apple Computers has the challenge of conveying to consumers that Apples are strong and versatile enough to do everything that Windows PCs can while still expressing their uniqueness and their value at a premium price.
6 3711 2001 BMW is marketing its new under-$20,000 Mini Cooper by having the car appear in rap videos to distinguish it from traditional luxury vehicles.
7 3751 2002 Harley-Davidson has engaged in brand merchandising. The company puts its logo on sweaters, jerseys and women's clothing since 1911.
8 3873 2002 To dispel the idea of Swatch brand's plastic watches being cheap, Swatch is increasing exclusivity, particularly in the U.S., where its main competitors are Guess and Fossil. Increased exclusivity is going to be achieved by removing the brand from chain department stores like Bloomingdales and Dillard's and moving it to Swatch-owned boutiques. It plans to spend at least $10 million in 2002 to add 30 new Swatch stores to the existing 35 within the U.S. It operates 511 Swatch stores worldwide.
9 3999 1997 Sport Obermeyer is a major supplier of fashion skiwear. Each year, 95% of its products are completely new designs.
10 4800 2004 New technologies like digital and HD television and internet are increasing demands for more bandwidth. Therefore, developers are seeing installed fiber-optic cable networks as something future home buyers will demand. Pulte homes announced a marketing agreement with Verizon to install fiber-optic cables in four Pulte developments in California. Fiber-optic cable systems are within reach of 970,000 homes in North America, a number than has dramatically increased.
11 5311 2001 Burlington is capitalizing on the Lowell license in every way it can and believes it has a brand with great taste that is original and unique to them and has made a conscious decision to continue the expansion with Lowell's products.
12 5942 2001 For independents that sell new books, internet sales are strong and growing thanks to places like was launched in response to and to provide an online alternative for independent bookstores.

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