P a c k a g in g w t: .094
A v a ila b ility wt: .031
Perform ance wt: .252
$ Price
H ow m uch do custom ers expect to pay for the value they seek?
$ P ric e wt: .172
$ Price
Value
Social Acceptance
Life C ycle
Ease of Use Assurances
Warrantee
$APPEALS
Custom er $APPEALS is an acronym that describes the eight basic criteria in the custom ers' com petitive buying decisions
Social acceptance
W hat "im age" w ill facilitate a purchase decision and how do custom ers acquire
this inform ation?
Social acceptance wt: .053
Life C ycle Costs w t: .030
PERFORMANCE
PACKAG ING
EASE OF USE A V A IL A B IL IT Y LIFE CYCLE CO ST
SO CIAL ACCEPTANCE
Custom er $APPEALS Factor Description
This factor represents the price custom ers expect to pay for a satisfactory product/offering. W hen rating vendors against this criterion, consider the actual or perceived value that the custom er is receiving for the price p aid . T h is w o u ld in clu d e th e valu e p erceived fo r tech n o lo g y, lo w -co st p ro d u cer, m aterials, lab o r co sts, o verh e ad , e x p e rie n c e , a u to m a tio n , s im p lic ity, p ro d u c a b ility e tc .
Assurances w t: .289
Life Cycle Costs
W hat lifecycle cost considerations influence the purchase decision?
Assurances
Provided by the whole product/ service
$APPEALS
Custom er $APPEALS is a business process that focuses on the custom ers' com petitive buying decisions
A vailability
P a c k a g in g
Perform ance
Each Custom er $APPEALS Factor m ust be considered from the perspective of custom ers in a m arket segm ent
Custom er $APPEALS Factor
$ PRICE ASSURANCES
P a c k a g in g
Availability
C ustom ers com plete buying experience - including the channels
through w hich they buy
Visual evaluation / B u n d lin g
Custom er $APPEALS
A v g
Perform ance
$ Price
Ease of Use
Social Acceptance
Life C ycle
Assurances
$APPEALS
Custom er $APPEALS categories are exam ined from a custom er perspective
IBM产品差异化模型概述
Custom er $APPEALS Process O bjectives
To establish a com m on fram ew ork for understanding custom er and com petitive priorities that w ill drive product developm ent. This process w ill enable us to define W inning Products that delight our custom ers and increase our m arket share.
Availab ility
P a c k a g in g
Perform ance
$ Price
Ease of Use
Social Accep tance
Life C ycle
Assurances
$ Price A vailability P ackaging P erform ance Ease of use A ssurances L ife cycle costs S ocial influences
Ease of Use w t: .079
Perform ance W hat functionality & perform ance characteristics
are wanted?
Ease of Use W hat constitutes ease of
use, installation, adm inistration, etc. ?