Brainstorming Ideas: Intermediary Customers Purchasing from the Producer of the Product

Intermediary Customers Purchasing from the Producer of the Product. Each of these costs represent steps an Intermediary or channel customer must take in connection with 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.

Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products


    1. Familiarity with company and brand, crossing all products

      1. Customer knows company, not brand Examples>>

      2. Customer knows brand, not company Examples>>

      3. Customer knows both company and brand Examples>>

      4. Customer knows neither company nor brand Examples>>

      5. Customer knows the channel brand but not the producer brand – Segment knows channel brand primarily for:

        1. Function, such as product choice and physical ambiance Examples>>

        2. Reliability and Convenience Examples>>

        3. Price Examples>>

      6. Customer knows both the channel and producer brands Examples>>

<<Return to Sell Steps