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 improvemenet in income of current customers
Customer segments whose costs could decrease if the supplier:
Paid for some costs of the segment
|Coca-Cola liter bottle has a coupon on its label for a free small soft drink at a movie theatre.
|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.
|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.
|The new Centrino processor and chipset which allows wireless internet access has under-whelmed PC makers. Intel has said that it will not provide crucial marketing support unless PC makers take the whole Centrino package. Currently, the company subsidizes ad budgets for products using Intel chips, this support could be cut off.
|Traveler's Personal Lines, a member of St. Paul Travelers, has launched a new campaign to support its network of independent agents with advertising tools they can personalize in their local market. The Helping Agents Grow campaign includes template ads for print, radio, and TV that demonstrate the benefits of working with and independent agent.
|Travelers Personal Lines uses database marketing and professional copywriters to provide high quality communications that agents can send to their customers. And, since agents pay for this direct mail program, they have a vested interest in it. This program has helped some agents increase their customer retention rate by 4 to 5%.
|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.
|St. Paul Travelers has launched a new campaign to support its network of independent agents with advertising tools they can personalize in their local markets. The program is called Help Agents Grow and includes template ads for print, radio and TV that demonstrate the benefits of working with an independent agent.
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