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.

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

A. Knowledge of company and company product

1. Familiarity with company and brand, crossing all products

Customer knows brand, not company

No. SIC Year Note
1 2038 1987 Food companies get marketing mileage just using successful brand name with new items. Jell-O's new pudding pops, Dole & Chiquita's juice bars, Oreo's ice-cream sandwiches. It costs a fraction as much to market & advertise a brand extension.
2 2330 2001 Yves Saint Laurent's name is used by contracted manufacturers and on licensed accessories.
3 2834 1994 J&J extended the Tylenol name into medicine for allergies and kid's colds.
4 3140 1993 Genesco acquired the exclusive right to market Dockers footwear for men in the U.S. from Levi-Strauss which, in turn, has enjoyed tremendous success in developing the Dockers apparel brand. Dockers are casual, moderately-priced shoes with some 75 styles.
5 3630 2004 LG, under its GoldStar brand, was once best known in the U.S. for low-price microwave ovens and other small appliances.

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