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.
B. Needs to avoid sources of anxiety
3. Ecomonic limitations: Segment customers according to the limitations set by their economic interests and concerns
Potential improvement in income of current customers
Customer segments whose revenues could increase if the supplier:
Taught the segment how to sell more effectively
|Kraft runs several programs in which sales teams help grocers rearrange shelves and displays to maximize profits.
|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.
|To help the customer, Esprit sends out representatives to work the floors in major stores: for example, may rotate between 5 Macy's stores.
|Apple Computer is coming out with new retail tricks like expanding their distribution to shopping outlets, adding a cadre of design experts who tailor store spaces to highlight the Apple experience, and regular visits by Apple employees.
|Radio Frequency Identification will trigger in store promotions as customers swipe a discount card through an RFID attached to their shopping cart.
|A small but growing number of supermarkets are testing a variety of high-tech gadgets designed to change the way people shop and the way stores promote their products. Shopping Buddy is a hand-held bar code reader that keeps a running tally of a grocery shopper's purchases. It can document shopping habits and find appropriate discount items and their locations in the aisles.
|Bar code scanners allow Safeway to research and place products in the places where customers are most likely to buy them. Ex: it placed candy bars near the front-end checkout stands because that's where people bought them.
|Lexus came out with a CD-ROM program to teach its dealers how to sell and make customers feel good.
|Brunswick is pressing retailers to install fancy $100,000 displays for their tables. The "pavilions" spotlight tables on polished hardwood floors, under flattering track lights and beamed cathedral ceilings. Hard-core players aren't the target, and neither are the well-to-do men who made up 90% of Brunswick Billiards' $75 million in 2002 sales. The company is courting suburban women and interior designers with big houses to fill.
|To maintain its premium quality product from its sales at gas stations, Green Mountain Coffee Roasters distributed along with its coffee services, the tools which included coffee machines, cups, banners, and one to two-day courses about coffee farming, grinding and filtering.
|With this new Helping Agents Grow campaign, agents can personalize the ads with their own name, and then they have the option to decide which audiences and media outlets best meet their local needs. The print ads provide several messages underscoring that independent agents are looking out for the interests of their customers.
|Amazon is hard at work to develop software to allow the company to more quickly and accurately forecast product demand and find the best suppliers. These software developments will help Amazon’s independent vendors do business more efficiently. Retailers can employ Amazon's expertise to sell on its site, reducing costs and boosting sales. The company does not make money from the Web services. Merchants and developers get free access to the services. The profits come from the commission of about 15% that Amazon takes from each purchase made in its marketplace from small retailers to Lands' End, Target and Toys 'R' Us.
|The virtual ISP model of Spinway and 1stUp looks a lot more compelling over the long run than the model of Netzero, currently the biggest free ISP. The first two companies sell service to marketers as a customer giveaway. Netzero peddles its own brand.
|Google launched its AdWords service in early 2002. It lets an advertiser target a customer the moment that customer is looking for the advertiser's product. After a search on Google, advertiser sites appear on the right under the heading "sponsored links.
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