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 neither company nor brand

No. SIC Year Note
1 2084 2003 Kendall Jackson wines faced major size disadvantage in distribution and marketing so the company built a large sales team to supplement the wholesale broker channel and ensure that the wines go straight to retail exposure.
2 2111 2001 American Spirit Cigarettes were originally created in 1982 when there was a growing environmentally conscious and focused awareness of natural products. Sante Fe Natural Tobacco Co. began marketing the American Spirit brand cigarettes in small ads in New Age publications such as Body, Mind, & Spirit, Mother Earth News and the Utne Reader. Sales began to grow by word of mouth particularly in New York's East Village and the Haight in San Francisco. When the anti-smoking movement and its campaign began attacking big name manufacturers of the tobacco industry in the mid 1990s the public looked to American Spirit as the healthier choice because of the organic appeal.
3 2844 1991 The secret to L.A. Looks is the colorful appeal of the packaging, its sexy name, and a low price.
4 3571 2003 Entering the brand-name business is quite risky for computer makers. ASUSTeK Computer Inc., a maker of notebook PCs, game consoles, and motherboards, has launched a handheld PC under the MyPal name. Inventec Corp., another notebook producer, sells cell phones and PDAs under the name OKWAP. Taiwan's electronics industry tried this tactic in the 1980s and 1990s with mixed results. MiTAC ended up dropping its brand. Acer enjoyed some success in the U.S. but couldn't match the marketing and distribution of American rivals. The brand business is "a totally different culture" from contract manufacturing. Some PC makers say they've learned from Acer's frustrations and are sticking to Asian markets. In June, MiTAC started selling its Mio brand smart phones only in Taiwan.
5 3679 1986 To establish international brand-identity and overcome trade restrictions, AC Wang set up factories in Atlanta, Long Beach and Great Britain. Multitech is spending $1 million on advertising in the US to boost its international identity.
6 7812 2005 National Geographic documentaries excite people to explore our world. "We thought this was a good way to provide a nice service for members as well as reach out to new people and attract them into our society."

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