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Strategy Johnson Strategy 7th Edition
Essay specific features
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Written by:
Bettie W
Date added:
January 4, 2012
Level:
University
Grade:
A
No of pages / words:
2 / 528
Was viewed:
5957 times
Rating of current essay:
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...
displayed 300 characters
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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...
displayed 300 characters
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