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Essay text:
Although both customers influence demand usually one
of these will be more influential than the others – this is the strategic customer.
The strategic customer is the person(s) at whom the strategy is primarily addressed
because they have the most influence over which goods or services are purchased.
Unless you are clear on who the strategic customer is, you end up analysing
and targeting the wrong people because in many markets the strategic customer
acts as a ‘gatekeeper’ to the end user. So there has to be an understanding of
what is valued by that strategic customer as a starting point for strategy...
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