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 the channel brand but not the producer brand – Segment knows channel brand primariliy for:
Reliabiity and Convenience

No.	SIC	Year	Note
1	2273	1996	Shaw has embarked upon an endeavor with its Trustmark program, seeking to create a branded portfolio of carpet products supported with a national advertising campaign, and made available only to its best customers.
2	3651	2002	Metabyte software allows TV viewers to digitally record on-screen programming, much like a TiVo system. Metabyte has made a deal with AOL Time Warner's cable unit to put the software into its boxes.
3	3661	2003	In Europe, Orange, the cell phone unit of France Telecom SA, has adopted an LG phone as one of its flagship range of "Orange Signature" devices, so called because they have been specially customized for Orange. That phone, which boasts two color screens, highlights LG's strength in display technology.
4	4899	2004	Sprint's biggest impact on the industry will likely be through reseller agreements with cable companies. The Bells have been forming partnerships with satellite TV companies EchoStar Communications Corp and DirecTV Group Inc.
5	5311	2002	Amazon has cooked up imaginative ways to cut shipping fees by consolidating orders. And it has a lucrative new business selling new and used goods online on behalf of other merchants.
6	5999	2003	MusicNow will start selling individual songs online from a new digital music store on Best Buy's Web site. Before, MusicNow required that consumers subscribe to its service for $9.95 a month before they could purchase single songs online. It carries more than 400,000 songs. MusicNow will offer Best Buy customers one-time specials, such as 10 free songs they can download if they sign up for the subscription service. Best Buy will promote the MusicNow service with video screen kiosks in its stores.
7	6021	2001	There are thousands of bank issued credit cards. Chances are the plastic in your wallet was issued by one of five giants–Citibank, MBNA, Bank One, Chase, or Providian. Together they control 62% of the U.S. credit-card market. Banks are now contracting out businesses, putting their names on products and services that originate from another bank.
8	6141	2005	MBNA became a Wall Street darling in the 1990s by branding its cards with the names of thousands of partners.
9	7372	2003	As a part of a wide-ranging deal, Microsoft and AOL agreed to collaborate on long-term digital media initiatives. The two companies will work to create new business models for distributing digital content, such as music and video content, to consumers using Microsoft's digital rights management technology.
10	7372	2003	Salesforce.com rents software online to companies. The companies use the software to manage their sales people. The service now offers developers to rent out their software using Salesforce.com's computers.

<<Return to Sell Steps