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
Knowledge of product technology:
Little – very limited exposure, may be new to the market
|Wood-product companies are rolling out their first-ever advertising campaign with hopes that the tag "Be Constructive" will become as popular as "Got Milk?" The three-year, $45 million campaign will rely primarily on cable-television, billboard, and print advertising. The wood industry is a latecomer to category marketing but it was forced to respond when the Steel Alliance spent $100 million on a promotional campaign in 1997 in which it questioned the strength and safety of wood-frame homes.
|Hewlett-Packard's products are sold through consumer electronics retailers such as Best Buy and Circuit City. This holiday season HP plans to heighten its retail strategies with special in-store showcases for technologies such as digital photography.
|BMW is encouraging its dealers to get out of the showroom to find buyers. It is telling them how to make cold calls, organize promotional events, and launch direct-mail campaigns.
|Green Mountain Coffee Roasters spread its brand by selling in gas stations. To uphold its premium product, the company spent much effort and resources to ensure proper preparation and knowledge of its coffee. Now ExxonMobil accounts for 17% of sales.
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