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||3652||2004||In the last month, online music sellers Musicmatch, Sony, and RealNetworks have all teamed up with consumer goods companies to offer free digital downloads to consumers who buy sodas, beer, pizza, and hamburgers. The idea is to make consumers think about online music each time they purchase food and drink. Musicmatch began offering one free digital download to anyone who purchases a 44-ounce Slurpee drink from 7-Eleven. Musicmatch launched a similar promotion with Coca-Cola and Papa John's International. RealNetworks paired with Heineken USA to offer two free music downloads with purchase of a 12-pack of Heineken beer. Sony has a deal with McDonald's for one free download from Sony with purchase of a McDonald's Big Mac Extra Value meal.|
|2||3861||2004||Kodak is trying to play it all ways in the digital photography world. The company is developing photo printers and digital cameras of its own. It has also put a stake in the online digital image market with its popular Ofoto Web site, which charges 29 cents per print. Kodak also sells do-it-yourself digital printing kiosks and other photofinishing equipment to retailers.|
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