Intermediary Purchasing from the Producer of the Product
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.
A. Needs for comfort and status
2. Status in the community
Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
Unusual capability or achievement:
|Oakley's marketing program makes their eyewear products readily available to athletes. And athletes prefer the products' high-quality.
|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 than 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.
|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.
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