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1、CustomerSAPPEALSProcessObjectivesToestablishacommonframeworkforunderstandingcustomerandcompetitiveprioritiesthatwilldriveproductdevelopmentThisprocesswillenableustodefineWinningProductsthatdelightourcustomersandincreaseourmarketshare,CustomerSAPPEALSisabusinessprocessthatfocusesonthecustomerscompeti
2、tivebuyingdecisionsArnEe“心CustomerSAPPEALSisanacronymthatdescribestheeightbasiccriteriainthecustomerscompetitivebuyingdecisions$PicsAoaiabatPacagngPetomanceEoseorussAesuenessLieoecostsSocalinfuencesAEeaEenCustomerSAPPEALScategoriesareexaminedfromacustomerperspectiveeomE吊enangernmeunoreeeompeecooty5c
3、nooe-rongiedomsEHRHEREIctnaeoeiagneieyewemyronggoaeEeedrueMstcnnsivesesseorspmee心rnsnintonathowmondoasereeenetope5rieateheseanAsmuaneepmesdyeewieepoadleseWssnvceseondUecynecmseIvoevsonesaeee,诊WeuisersootneseotmnesepuosedeesenrEachCustomerSAPPEALSFactormustbeconsideredfromtheperspectiveofcustomersina
4、marketsegmentEeSReaerEsrmcesnropnetiepesersmoesonetopoylnpoiecieeereaPohooiconeuannn阮Assouwcesssoromesyopmennnemanieayydnnenpn0ninannrewonmeezooomemeemmmourrumnannacinny命朐诊命creinennnreieenenPnnppemnnenienenenrnnnnndpoeyeeeeeoneIEdn余engdEdcroteoriooerenotorterreusoruTporoposeoncontnooendheongWhunring
5、venezoonasccoengnatEAmueurIEEEzseretscosrslcaroyoetsieaidomeeinomteioneoloeeWenangasni吊许scegriiceTcoeropostonioneeooinaeyogseoneerengodeneoncernCtnntooiooingerntanamca携8粥料网(http:/omtmshucn)专业提供传培泊料DetermineWhoTheCustomersAreIntegratorDistributorSales,SupportEndUserISV,VAR,IRRetracetheEndUsersbuyingd
6、ecisiontodeterminealwhoinfluencetheofferingatributesInmanycases正maybeallthreeConductingInterviews:IndividualvsGroupsJnlevewigindividualoustomersihepreferedmetiodofgathernngtevyoiosofthecusomerifhebestin-casscompangssSouce:BestPractossSurvey1994TheeightCustomerSAPPEALSmodel一categoriesareexpandedintof
7、actorsforeach“categoryValidateCustomerBuyingCriteria:CalibratetheAxeswithKeyCriteriaandRelativeValuetotheCustomerEoooeoespeAnEoooeoesgmcaEeEaazR5EEsmzn8Rateyouroffering(s)againstonetothreekeycompetitorsPefomgsparabssagainatargeledconpstioninaltheaghtcegonesmaosee10=AbsoleesaPosstessaysseeCompetorX8=Oneorp27Pantywthtop3565=TprcalgoadforematetplacsAeceptatleemasMotaecepateto2535XbueeUnacepttlemosEdemaynghlenalodissatslcion=TelynadsquotEEeeaone
