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:
Average – some acquaintance, but may not be current customer in the industry
|Novice e-tailer Nike has been experimenting with new ways of selling its usual mix of shoe apparel and equipment. Nike offers half of its shoes online. It also offers detail on the shoe models and lists the retailer by city where consumers can try on shoes and clothing.
|In order to overcome the wine consumption slump, wineries are working with restaurateurs and retailers to get people to think about wine. Olive Garden works with Gallo to increase sales of wine with training and free tasting events. In 2001, the company gave away 30,000 cases of free wine while doubling its wine sales.
|In response to the popularity of low-carb diets, the American Bakers Association and the North American Millers Association are joining forces in a marketing and public relations blitz that includes consumer advertising, marketing materials aimed at doctors and schools and a rapid response team of carb-friendly experts. The low-carb lifestyle is hurting demand, with more than 50% of the population cutting back on the intake of carbohydrates. The campaign focuses on "balancers," those who have not joined in on the low-carb craze or are completely unaware of nutrition. An important sub segment is well-educated women from 35-55.
|The beef retail trade has emphasized trimming excess fat in retail meat cases. Nutritional labeling is also another trend in beef merchandising. The next step to label beef as "lean" or "lite" based on fat and calorie content.
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