More business English para Dummies Read Online Free PDF Page B

analysed. Consequently, the customer relationship is classified between:
    the customer’s quality, price, and service needs were fulfilled/not fulfilled and
    the customer requires standard products/individual solutions.
Take cues from the targeted customer-segment
    Clear customer segmentation is crucial to success for intelligent variant management in the opinion of Bettina Zimmermann and Sebastian Hohenfeld:
“The stronger a product is oriented towards the requests of a clearly limited target audience, the fewer special requests are to be expected, because within one customer segment needs are usually homogeneous.”
Another advantage of this procedure: When needs change, additional variants do not necessarily have to be offered. It is enough
to adjust
the existing variants.
New pricing strategies
    Intelligent variant management also offers a good basis for pricing strategies. The so-called “pricedriven customers” can
help themselves to
the standard variants. Customers with a high willingness to pay can be reached through exclusive variants that initially create higher costs but also allow the
implementation
of higher prices.
     
Palabras para recordar
variant: variation, modification, option, alternative
multifaceted: many-sided, versatile, manifold, all-round
selection: assortment, range, variety, choice, mixture
virtually: almost, nearly, practically, in effect, as good as, effectively, next to
boundary: border, limit, bounding line, constraint
to not be willing: to not be prepared, ready, keen, agreeable, or disposed
to illustrate: to exemplify, to demonstrate, to show
to quadruple: to multiply by four
storage: stockroom, storehouse, warehouse, depot
expenses for tied up capital: cost of the employed capital, associated costs
same parts management: identical, equal, or matching components supervision
to become aware of: to consciously register, to realise, to open one’s eyes to
to correlate: to show a relationship, to draw a parallel, to equate, to associate
to what extent: to which degree, amount, level, scope, or point
complies with: adheres to, conforms to, acquiesces with, assents to, meets the terms of
be neglected: be ignored, looked over, disregarded, forgotten, or avoided
conjoint measurement: united, connected, or combined analysis
reckoning: estimate, calculation scheme, weighing up
to label as: to consider, regard, classify, characterise, or designate as
decisive for success: important, crucial, influential, or key for victory
containment: control, restriction, regulation, limitation
to constitute: to comprise, to represent, to create, to cause to be
cue: hint, signal, sign, intimation, indication
special request: particular wish, demand, desire, or pleading
to adjust: to correct, to fine-tune, to change, to alter, to modify, to amend
to help oneself to: to take, to take possession of, to walk off with
implementation: pushing through, application, carrying out
Classic marketing traps
    Detecting
corporate mistakes early
prevents
wrong decisions.
    Quite a few small and medium-sized companies are
subconsciously
falling into the same traps: Frequently, the much-feared competition
beats you to the punch
, gaining the customer’s favour and perhaps even
ruthlessly hijacking
your very own ideas. What is the problem?
    Many small and medium-sized businesses are bowing low to the motto: just
don’t stand out
. They are afraid of:
    provoking the competition,
    being a magnet for buyouts and takeovers,
    alluring
intellectual theft,
    becoming
a victim
of the media,
    inspiring
jealousy
in their community, etc.
    In a safely tucked away and
concealed
niche, life can flash by comfortably by comparison. The
downside
of this, however, is that it will continually become more difficult to attract new customers and to distinguish yourself in a reputable way or for potential customers to even find their way to you, much the same as qualified employees. In the eventof an “
incident
,” you can be sure of the fact that the