Intermediary Customer Purchasing from the Product Producer
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.
A.
Knowledge: Add knowledge
1. Company and products – Help customers recognize and recall name of company and its products
b. Create brand for company or product
Use an existing company-owned brand
| No. | SIC | Year | Note |
| 1 | 2038 | 1987 | Food companies get marketing mileage just using successful brand name with new items. Jell-O's new pudding pops, Dole & Chiquita's juice bars, Oreo's ice-cream sandwiches. It costs a fraction as much to market & advertise a brand extension. |
| 2 | 2834 | 1994 | J&J extended Tylenol name into medicine for allergies and kid's colds. |
| 3 | 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. |
| 4 | 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. |
| 5 | 7336 | 2003 | nVidia and ATI both make parts for PCs as well as the graphics chips for a game console: ATI for Nintendo and nVidia for Microsoft's Xbox. Both have chips made in Taiwan by the same factory, Taiwan Semiconductor Manufacturing. And both face the prospect of razor-thin profits, largely on account of the other's existence and consequent price competition, something missing in the rest of the PC world of monopolies. |
<<Return to Sell Steps