产品差异化模型(英文)

Assurances
Provided by the whole product/ service
Each Customer $APPEALS Factor must be considered from the perspective of customers in a market segment
Customer $APPEALS Factor
$ PRICE ASSURANCES
PERFORMANCE
PACKAGING
EASE OF USE AVAILABILITY LIFE CYCLE COST
SOCIAL ACCEPTANCE
Customer $APPEALS Factor Description
Availability
Packaging
Performance
$ Price
Ease of Use
Social Acceptance
Life Cycle
Assurances
$APPEALS
Customer $APPEALS categories are examined from a customer perspective
this information?
Social acceptance wt: .053
Life Cycle Costs wt: .030
Assurances wt: .289
Life Cycle CosLeabharlann Baidus
What lifecycle cost considerations influence the purchase decision?
To establish a common framework for understanding customer and competitive priorities that will drive product development. This process will enable us to define Winning Products that delight our customers and increase our market share.
This factor represents the cost of ownership over the life cycle of use. When rating vendors on this factor, consider installation costs, training, service, supplies, energy efficiency, trade-in value, disposal costs, etc.
Availability
Packaging
Performance
$ Price
Ease of Use
Social Acceptance
Life Cycle
Assurances
$ Price Availability Packaging Performance Ease of use Assurances Life cycle costs Social influences
This factor represents the customer's buying experience with respect to its ease and effectiveness (i.e. letting the customer have it "their way"). When rating vendors against these criteria, consider the degree of excellence in the entire buying experience , including presales technical support and demonstrations, the purchase channel/vendor preference, delivery times, ability to order custom features, etc.
$APPEALS
Customer $APPEALS is a business process that focuses on the customers' competitive buying decisions
Availability
Packaging
Performance
$ Price
Value
Social Acceptance
Life Cycle
Ease of Use
Assurances
Warrantee
$APPEALS
Customer $APPEALS is an acronym that describes the eight basic criteria in the customers' competitive buying decisions
This factor represents other influences which affect the buying decision. When rating vendors on this factor, consider how favorable purchase decisions are influenced through word-of-mouth, third party expert opinions, consultant reports or opinions, image, government or industry standards, regulations, social approval, legal concerns, product liability, etc.
This factor represents the desired visual attributes of design quality, performance, and appearance. In a software context, it represents the collection of items comprising the offering and providing its functionality (bundling). When rating vendors on this factor, consider the customer's opinion of the form, design, etc. and how well these attributes contribute to the desirability of the offering. Packaging considerations should include style, modularity, integration, texture, color, graphics, industrial design , etc.
This factor generally represents the assurances of reliability, safety, and quality. When rating vendors against these criteria, consider how the customer rates the total product in reducing his/her concerns for assured performance under foreseeable conditions? This can include such attributes as warranty, certifications, redundancy, strength.
This factor represents the desired functions and features of the offering. When rating vendors against these criteria, consider the actual and perceived performance of the product with respect to desired functions and features. How well does the product do its job. Does the product have all the required and desirable features? Does it offer superior performance, as measured by the customers for such attributes as speed, power, capacity?
This factor represents the price customers expect to pay for a satisfactory product/offering. When rating vendors against this criterion, consider the actual or perceived value that the customer is receiving for the price paid. This would include the value perceived for technology, low-cost producer, materials, labor costs, overhead, experience, automation, simplicity, producability etc.
This factor represents ease-of-use attributes of the offering. When rating vendors against these criteria, consider the customer's opinion of the product with respect to comfort, learning, documentation, support, ergonomics, displays, sensory inputs/outputs, interfaces, "intuitiveness," etc.
$APPEALS Process
Overview
November 1999
Packaging
Availability
Performance
$ Price
Ease of Use
Social Acceptance Assurances Life Cycle
$APPEALS
Customer $APPEALS Process Objectives
Packaging
Availability
Customers complete buying experience - including the channels
through which they buy
Visual evaluation / Bundling
Customer $APPEALS
Packaging wt: .094
are wanted?
Ease of Use What constitutes ease of
use, installation, administration, etc. ?
Social acceptance
What "image" will facilitate a purchase decision and how do customers acquire
Availability wt: .031
Performance wt: .252
$ Price
How much do customers expect to pay for the value they seek?
$Price wt: .172
Ease of Use wt: .079
Performance What functionality & performance characteristics