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$APPEALSProcessOverviewEaseofUseNovenber1989SodialAcceplakoe。AssurancesLiecycleCustomer$APPEALSProcess0bjectivesToestablishacommonffameworkforunderstandingcustomerandcompetitiveprioritiesthatwilldriveproductdevelopment.ThisprocesswillenableustodefineWinningProductsthatdelightourcustomersandincreaseourmarketshare。Customer$APPEALSisabusinessprocessthatfocusesonthecustomerscompetitivebuyingdecisionsPeromaneeEeortessumneesCustomer$APPEALSisanacronymthatdescribestheeightbasiccriteriainthecustomerscompetitivebuyingdecisions$pncsAvaiabityPackagmgPeromanceEaseofuseAssurancesLiecyclscostSocllinfuencesPacagmtonyelSpneEneeoluesocaccezancesuancesUneceCustomer$APPEALScategoriesareexaminedfromacustomerperspectivePactogmsVeoateatongondinohnibtoeCusemeescompeesongepenence-ncudnyechannetCostomerSAPPEALSWnatlunaonaty5ghwhchieybpetomanceenclenatcsnEEnssofuesWatconsttoesesseousenstatotonTatministsionstc7Howmvehdocusenerseedtopayiorheateleeat0EPowdedyhewholpaducysemeesoclaecepunceWatmegewihcltatapechesedecsenandLiscilscotehowdorustonescqoneSisinlomatanWiatitececosteonatentonsafvencshepuhasedecsenfEachCustomer$APPEALSFactormustbeconsideredfromtheperspectiveofcustomersinamarketsegmentctspmerApFEALSRcercosemerhppihLSRcereicepionETshcrnigneetepneauqtonerspaxtbjeraaietcenpoductofermgeningtoigontpicniwonsspeatiullorpecenetnhebatWecuacnarltricengrhepcePesoudinaudeeueptceetigreinceggroatpducifsatiraisborcottsentuperinctiicnitonHnplety.pedicititytAssuttessencorgmmeniynpeenicineeunnceorninengaaqutyenningendesgonaJescnenconsierhoneceneniyeelpmiciniedicngetoeanyleatoneiomponcensnsteatiecontonTainincivdesuchatnbuttitnngceriieaionsuncincengttawoiutcsehcernignimtanghinadontnisstnsaleoeingWhentngenosganattedscnesconaerpectalndpecstedpetomanetolgeppdictwgypseusdeidhinetoneind标ehowwildosepoduditojposxWepeeuahie许ricndinddtanilfeitearIosstoferaupaiorperpmmancaeisundybeculomaryloritehbutasnpowepuey?PheteneTehcerngnetederdyitnlitnatsofdtgnguiipeomanesingppanncsIJopworeeroietnprergbesoledionaJeniconpangtofemgindppondngtsnctemtyundtmgVnengyeneeronWtcerssectionerrpnonol0elomtnaTewelWesstntutstcongtusisedtsinotolpeofengPisbengtondenicngtoudinaudetnotubntt.ntgntontnedorgnptctautalesqn.etsEThoernpneeantseoroestrbotsaeofemngManntrgyentoraganttcetrenaconutwryecoenervopmienefiaprtctwinelecomletnigcumwionsuppengononbnitpHtrionpFiehtsHnaai吊Ehcernpneentecuorerseungpentcentnnmapeeuoitsotindeecivenei1sangJecusenerhuetrnernaynennungyindenpnatucoertetoconsdrneegnecfeicelerceepoareretupngpentnctJnclidngpmualstcinialpponangenonntontepurhaaeChinnebrcorpieanctdsiian国时江M口ercutomtsUncegcosrTshcerngreasecoatofommeetpomweiteceofissangngendecnheprEauuututrtuauetutuuahiatotuiuueleutulopuuutuussochtheepitcsThcernagnesartopernniieretsitnctebqngdeatonNnanntngvaniosonisheerconatewrhonenbepgrhoneteeonenfueeedtgnyotahaohMidpinyspenopmnCongibntniportrepnionpHnagtgomnnertoriitutiyiHniiitagintpIconcemtpedtctISbHiy.steDetermineWhoTheCustomersAreIntegratorDistributorSales,SupportEndUserISV,VAR,IR心忠RetracetheEndUsersbuyingdecisiontodetermineallwhoinfluencetheofferingattributesInmanycasesitmaybealthreeConductingInterviews:IndividualvsGroupsInterviewingindiyidualcustomers问功epreferedmethodofgathering任evoiceOfthecustomer切仲eb6stjp-classcompanjss.Source:8estPracticesSurvey1994TheeightCustomer$APPEALSmodel一categoriesareexpandedintofactorsforeach来-category一etrmneeeeceorooennnValidateCustomerBuyingCriteria:CalibratetheAxeswithKeyCriteriaandRelativeValuetotheCustomer门一Rskeyeauea一EaddDucguieuasPasagm厂e人AntomyPeomace8eDnpmmaSpeeEseolteeDescaokeyCuuna7socaecegencesore门ucsutesauahncesDusnhcteyae
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