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It is a matter of great surprise that there is a grand mismatch in two interdependent streams, despite engagement of a score of intelligent human beings, these streams are processing of incoming customer-market information to the organizations and the resultant order processing stream going out to market from the organization through the degree of alignment of organization to the market…
Moeller, Egol, and Martin point out that "the challenge for companies is not achieving a single point of focus. It is harmonizing multiple points of focus. In industry after industry, customers are demanding ever-higher levels of customization-products and services tailored to their needs and they're confident that, in an economy characterized by greater and greater information transparency and sophisticated purchasing, they stand an excellent chance of getting it". In the market war there are successful products, surviving products and products, which have either fallen by the side or in the process of getting decimated.
Terry Hill has simplified the product classification based on its performance in the market place and using common man's language, has coined two terms, order qualifiers and order winners. An order winner is a product, which is bought by customers based on its value for the customer in terms of price, delivery schedule, usages and other associated features. An order qualifier, another self-explanatory term, means that the product has enough characteristics so that it is considered in the buying decisions of the customers but may not be successful ultimately. ...
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