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.

Emotional: Segment customers according to the personal emotional needs of the segment.

A. Needs for comfort and status

Status through the recognition of customer's individual needs for product

No. SIC Year Note
1 2082 2002 Interbrew is aiming to transform Stella into a premium beer with a high price though it doesn't cost more to make than any of its regular beers. Their risky strategy was inspired by their rival Heineken who pioneered the global-brand strategy and continue to benefit from its success today. Interbrew did a test run in London where it is now the top import of the UK. In 1999 the company tested the beer in 20 of the most-exclusive bars in New York city. They explained to distributors to limit the Stella supply to those 20 bars and charge $100 a keg compared to Heineken's $85. Interbrew opened up "beer academies" that taught bartenders and wholesalers the proper etiquette of Stella beer. The timing was lucky for Interbrew, they debuted in New York just as there was an explosion of interest in Belgium.
2 2085 1989 Carillon tailors several of its print ads for the magazines or regions where they appear. The company runs different ads for Newsweek or Playboy.
3 3751 1999 In 1999, Harley-Davidson began selling custom bikes packed with accessories priced at $9,000 more than the standard model. The profit margin on these $25,000 bikes is likely 40%, four points higher than standard models.
4 3751 2002 Motorcycle lessons are rare, forcing prospective riders to find a friend to teach them. Harley Davidson has launched Rider's Edge, a 25-hour class to fill the void. Rookies pay $225 and use Blast bikes supplied by the dealer. They learn how to service a bike and choose appropriate gear, from the Harley store of course. The program has grown to 42 dealers in 23 states, graduating 3,800 riders in 2001. Forty-five percent of these graduates are women, tapping into a largely ignored but lucrative market segment. Eighty six percent make a purchase and a quarter buy a Harley-Davidson or Buell within three months.
5 3949 1992 Nike offers retailers a team of merchandisers to help them figure out what changes should be made to sell more to women.
6 5661 2000 The shoe store closures in the past few years have made the industry healthier. The number of large-chain, non-athletic footwear stores slid to 2,151 from 3,043 in 1996. The remaining players are having a field day in an optimal environment. Square footage at athletic chains has shrunk by 8%-plus. Moreover, the chains have worked through excess square footage and inventory during the past two years, in turn stabilizing price and cutting down on promotions. Vendors are helping by coming up with exclusive products.

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