Figure 2.1 /6.1/ 7.1- GELFactors Checklist
Desired Excellent Average Poor
Customer Characteristics Number High x
Ease of Finding Easy x
Spending Patterns Prolific x
Customer Value to Company $ Value of Sale High x
Repeat Sales Many x
Ongoing Sales Low x
Value to Customer How Important Important x
Competitive High x
Price/Value Low x
CustomerAcquisition Cost Entry Points Many x
Sales Support Little x
Promotional Low x
Profit per Sale Margins High x
Up-Selling and Much x
Ongoing Product Low x
Investment Required To Enter Business Low X
To Keep Market Low X
To Stay on the Low X
Cutting Low Edge Figure 8-2: Compensating Tactics
Customer Spending Patterns ● Focus on large purchasers.
Characteristics ● Focused marketing campaign.
● Direct sales pitches.
Customer Value to Repeat Sales ● Customer loyalty programs.
Ongoing Sales Support ● Manufacture a durable and long-lasting
● Create an online support system, such as a
Value to Customer Price/Value Relationship ● Advertise the benefits to the consumer.
Customer Entry Points ● Advertise