A Multiattribute Model for Evaluating Industrial Customer's Potential

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Abstract
There are two main reasons that industrial marketers give for not using customer marketing analysis techniques. The first is simply that many of them feel that they don't have the time or money to invest in such practices. The second is a lack of faith in sophisticated marketing analysis studies. They do not believe the complex methods of analysis can be applied to their environment. Additionally, there is a tendency to be secretive and to resist change. In spite of these difficulties, industrial marketers need help in dividing marketing efforts among markets, products, and accounts. A solution to this problem is the creation of a simple-to-understand and easy-to-use multiattribute model for evaluating a customer's potential. The use of multiattribute models in marketing has primarily dealt with brand choice. This paper presents an alternative method of applying the same tool.

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