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A New Form of Customer Relations:
• Shift to direct company-customer linkage (buy direct).
This factor will require changes for companies that currently use intermediaries (agents or distributors) to handle actual interaction with the Overall Product Market and/or Individual Product Customer. In the new world of e-business, such agents and distributors will no longer insulate the company from the end-customer marketplace. The company must now shift to a direct-contact mode of marketing, sales and support.
This factor will impact all business functions associated with the Customer Market Relationship:
- Product Opportunity Identification
- Product Opportunity Marketing
- Product Sales Order
- Product Contract Support
The company must now deal directly with the Overall Product Market in its definition of the product and the way marketing and advertising are carried out. Product Sales Order and Product Contract Support will now be initiated by direct interaction with an Individual Customer, rather than through an intermediary. It may also involve the instant sales transactions, based on internet and web page technologies.
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