Consumer Business Every customer has equal value and represents a small % of revenue There are a small number of big customers that account for a large % of revenue Sales are made remotely, the manufacturer doesn't meet the customer Sales are made personally, the manufacturer gets to know the customer Products are the same for all customers. The service element is low Products are customised for different customers. Service is highly valued Purchases are made for personal use - image is important for its own sake Purchases are made for others to use - image is important where it adds value to customers The purchaser is normally the user The purchaser is normally an integrator, someone down t
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