![](https://csdnimg.cn/release/download_crawler_static/1782494/bg2.jpg)
http://www.5ixue.com ( 海量营销管理培训资料下载 )
$APPEALS
Customer $APPEALS Process Objectives
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.
![](https://csdnimg.cn/release/download_crawler_static/1782494/bg4.jpg)
http://www.5ixue.com ( 海量营销管理培训资料下载 )
$APPEALS
Customer $APPEALS is an acronym that
describes the eight basic criteria in the
customers' competitive buying decisions
$
Price
A
vailability
P
ackaging
P
erformance
E
ase of use
A
ssurances
L
ife cycle costs
S
ocial influences
Performance
Packaging
Ease of Use
Availability
Life Cycle
Social Acceptance
$ Price
Assurances
Performance
Packaging
Ease of Use
Availability
Life Cycle
Social Acceptance
$ Price
Assurances
![](https://csdnimg.cn/release/download_crawler_static/1782494/bg5.jpg)
http://www.5ixue.com ( 海量营销管理培训资料下载 )
What functionality &
performance characteristics
are wanted?
Ease of Use
What constitutes ease of
use, installation,
administration, etc. ?
Availability
Social acceptance
What "image" will facilitate
a purchase decision and
how do customers acquire
this information?
Life Cycle Costs
How much do customers expect
to pay for the value they seek?
Performance
$Price
wt: .172
Availability
wt: .031
Packaging
wt: .094
Performance
wt: .252
Ease of Use
wt: .079
Assurances
wt: .289
Life Cycle Costs
wt: .030
Social acceptance
wt: .053
Customer $APPEALS
Provided by the whole
product/ service
Assurances
$ Price
What lifecycle cost considerations
influence the purchase decision?
Packaging
Visual evaluation /
Bundling
Customers complete buying
experience - including the channels
through which they buy
Customer $APPEALS categories are examined from a
customer perspective