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 both the channel and producer brands
|Packaged-goods companies, led by Procter & Gamble, more and more are teaming up with retailers in joint campaigns to pitch a single brand at a certain store. Also, Rubbermaid has new campaigns with Wal-Mart, Home Depot, & Venture Stores.
|Since 1995, there has been an industry trend that now calls for fashion designers to design for discount stores. Designers believe that there is no shame in selling to the discount trade because in the end they make a lot of money.
|Nike and Reebok plan to offer their marquee brands to only a handful of high-end stores. Nike recently opened its first outlet within a Nordstrom store. It also worked with Foot Locker to design its new Tuned Air line of shoes. When the product's design was completed, Nike agreed to sell the shoes exclusively at Foot Locker. Reebok will do the same with its new line of Black Top outdoor basketball shoes, which will debut this spring at Foot Locker.
|IBM is teaming with businesses whose customers might be users of the device. For example, Fidelity Investments is partnering to produce a net appliance to offer to its 6 million investors who could log on to Fidelity's Power Street web page.
|When Hewlett-Packard jumped into the $24 billion copier market last year, it made a point of wooing Ikon, the office equipment giant. The printer maker is well-known among techies, but those aren't the people who usually buy copiers. That job usually falls to office-manager types. To reach them, HP should have office supply dealers like Ikon on its side.
|Build-A-Bear cross-markets its merchandise by making its bear clothes available at other retail outlets. The company inked a deal with Limited Too that lets each retailer promote and sell the other's merchandise.
|Microsoft, a software giant, is trying to elbow aside rivals who have pioneered new markets. It has announced a new deal with Comcast to offer new digital cable set-top boxes loaded with Microsoft software.
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