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Strategy Johnson Strategy 7th Edition

Essay specific features

 

Issue:

Business

 

Written by:

Bettie W

 

Date added:

January 4, 2012

 

Level:

University

 

Grade:

A

 

No of pages / words:

2 / 528

 

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5974 times

 

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Essay content:

Although both customers influence demand usually one of these will be more influential than the others – this is the strategic customer. The strategic customer is the person(s) at whom the strategy is primarily addressed because they have the most influence over which goods or services are purchased...
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So there has to be an understanding of what is valued by that strategic customer as a starting point for strategy. This does not mean that the requirements of the other customers are unimportant – they have to be met. But the requirements of the strategic customer are of paramount importance. Returning to the example, it should be clear that for many consumer goods the retail outlet is the strategic customer as the way it displays, promotes and supports products in store is hugely influential on the final consumer preferences...
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