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Marketing,that works in India by Y Moorthi

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24

Customer

24.1  WHAT THE COMPANY SEES AS IMPORTANT MAY NOT BE SEEN AS IMPORTANT BY THE CUSTOMER

24.1.1  Special Purpose Machines

This is in continuation of the discussion we had on why convincing customer is important. The customer’s view of a good product may not coincide with the company’s views on the same. Special Purpose Machines (SPMs) are built for delivering a specific component or product. For instance, the conventional lathes are used for machining cylindrical objects. Milling machines are used for machining flat surfaces. But suppose you wanted to make a pen on a single machine. Such machine may not be available off the shelf. That will have to be specifically made as per the requirement. An Indian company delivered one such SPM ...

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