IBM产品差异化模型$appeals

A v a ila b ility
P a c k a g in g
P e rfo rm a n c e
$ P ric e
E ase ofU se
S o c ia l A c c e p ta n c e
L ife C y c le
A s s u ra n c 百度文库 s
$A P P E A LS
C u s to m e r $ A P P E A L S c a te g o r ie s a r e e x a m in e d fr o m a c u s to m e r p e r s p e c tiv e
W h a t " im a g e " w ill fa c ilita te a p u r c h a s e d e c is io n a n d h o w d o c u s to m e r s a c q u ir e
th is in fo r m a tio n ?
V is u a l e v a lu a tio n / B u n d lin g
C u s to m e r $ A P P E A L S
P a c k a g in g w t: .0 9 4
A v a ila b ility w t: .0 3 1
P e rfo rm a n c e w t: .2 5 2
$A P P E A LS
e
t
n
a
r
C u s to m e r $ A P P E A L S is a b u s in e s s p r o c e s s th a t fo c u s e s o n th e c u s to m e r s ' c o m p e titiv e b u y in g d e c is io n s
C u s to m e r $ A P P E A L S is a n a c r o n y m th a t d e s c r ib e s th e e ig h t b a s ic c r ite r ia in th e c u s to m e r s ' c o m p e titiv e b u y in g d e c is io n s
A v a ila b ility
$ P ric e
Value
S o c ia l A c c e p ta n c e
P a c k a g in g L ife C y c le
P e rfo rm a n c e E ase ofU se
A s s u ra n c e s
r
a
W
$A P P E A LS
a re w a n te d ?
E ase ofU se W h a t c o n s titu te s e a s e o f
u s e , in s ta lla tio n , a d m in is tr a tio n , e tc . ?
S o c ia l a c c e p ta n c e
A v a ila b ility
P a c k a g in g
P e rfo rm a n c e
$ P r ic e
E ase ofU se
S o c ia l A c c e p ta n c e
L ife C y c le
A s s u ra n c e s
$ P ric e A v a ila b ility P a c k a g in g P e rfo rm a n c e E ase ofuse A s s u ra n c e s L ife c y c le c o s ts S o c ia l in flu e n c e s
$ A P P E A L S P ro c e s s
O v e r v ie w
N ovem ber 1999
Packaging
Availability
Performance
$ Price
Ease of Use
Social Acceptance Assurances Life Cycle
$A P P E A LS
P a c k a g in g
A v a ila b ility
C u s to m e r s c o m p le te b u y in g e x p e r ie n c e - in c lu d in g th e c h a n n e ls
th r o u g h w h ic h th e y b u y
C u s to m e r $ A P P E A L S P r o c e s s O b je c tiv e s
T o e s ta b lis h a c o m m o n fr a m e w o r k fo r u n d e r s ta n d in g c u s to m e r a n d c o m p e titiv e p r io r itie s th a t w ill d r iv e p r o d u c t d e v e lo p m e n t. T h is p r o c e s s w ill e n a b le u s to d e fin e W in n in g P r o d u c ts th a t d e lig h t o u r c u s to m e r s a n d in c r e a s e o u r m a r k e t s h a r e .
$ P r ic e
H o w m u c h d o c u s to m e rs e x p e c t to p a y fo r th e v a lu e th e y s e e k ?
$ P r ic e w t: .1 7 2
E ase ofU se w t: .0 7 9
P e rfo rm a n c e W h a t fu n c tio n a lity & p e r fo r m a n c e c h a r a c te r is tic s