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

Familiarity with specific product
Customer segment does not know product because the product is:
Untried by the segment

No. SIC Year Note
1 2000 1987 Pet is nothing if not an aggressive advertiser and promoter, spending 13% of sales this year on advertising. 55 to 60% of ad budget on coupons, store displays, and discounts.
2 2000 1987 Pet Inc: all of its Old El Paso products – can, jar or box – are a distinctive bright yellow and red. Pet tries to make sure supermarkets group them together to create a yellow wall. Same formula for Progresso Italian entree line, where all labels are blu
3 2830 2004 Over-the-counter health care product maker Chattem Inc. takes advantage of its opportunities. It gets its ads on network TV, but never pays the full asking prices. Chattem also trolls around the bargain basement of media, buying a lot of media on sale.
4 2844 2002 Chattem spends way more on advertising than it does on research and development. It spent 1% of its sales on R&D and 39% on advertising in 2001. The company bought Gold Bond from Martin Himmel when the product was only bringing in $20 million annually.
5 3571 1999 A leasing program brings PC and Internet access to as low as $30 a month from Gateway. Initially, the PC bundles will include Spanish-language versions of Microsoft Office or Microsoft Works plus five family-oriented pieces of software from Learning Co.
6 3571 2000 Apple Computers has in the past attempted to put its logo onto other types of digital hardware, such as the Palm.
7 5511 2003 Autobytel makes most of its money selling purchase request referrals to car dealers. Consumers come to its site looking to buy a new car. Eighty percent of consumers buy within 90 days of submitting a purchase request on Autobytel.
8 7311 1998 Ad agencies say the live banners let them be much more creative. SF Interactive, San Francisco, used Enliven to create an ad for Hewlett Packard Co. printers that lets users click on the ad to print out the model number and other specifications.

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