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

2. Relative benefits – Help customers understand the unique benefits of your product

b.
Establish reputation for brand

No.	SIC	Year	Note
1	2111	2001	American Spirit Cigarettes were originally created in 1982 when there was a growing environmentally conscious and focused awareness of natural products. Sante Fe Natural Tobacco Co. began marketing the American Spirit brand cigarettes in small ads in New Age publications such as Body, Mind, & Spirit, Mother Earth News and the Utne Reader. Sales began to grow by word of mouth particularly in New York's East Village and the Haight in San Francisco. When the anti-smoking movement and its campaign began attacking big name manufacturers of the tobacco industry in the mid 1990s the public looked to American Spirit as the healthier choice because of the organic appeal.
2	2389	2001	Oakley added four new lines in the past three years, now manufacturing shoes, watches, prescription eyewear, and apparel, which were especially important during the low retail sales holiday season of 2000. The new lines performed well and added $20 million in sales during the season, which protected it from the soft retail season.
3	3949	2005	In March, Wal-Mart and Nike launched a performance-footwear line exclusive to the retailer under the Starter brand that uses some cushioning technology. The sneakers, which sell for about $37, are endorsed by Green Bay Packers quarterback Brett Favre.
4	5731	2004	When Hewlett-Packard jumped into the $24 billion copier market last year, it made a point of wooing Ikon, the office equipment giant. The printer maker is well-known among techies, but those aren't the people who usually buy copiers. That job usually falls to office-manager types. To reach them, HP should have office supply dealers like Ikon on its side.
5	7372	2004	Microsoft, a software giant, is trying to elbow aside rivals who have pioneered new markets. It has announced a new deal with Comcast to offer new digital cable set-top boxes loaded with Microsoft software.

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