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Appendix 2
While I was preparing the manuscript for this book, I came across a very
ingenious method of evaluating offering attributes. In his book Managing
Customer Value,
1
Bradley Gale teaches a method that utilizes a questionnaire
directed to customers. This questionnaire allows customers (current, lost,
competitor) to enter numeric values for various aspects of the attributes. By
utilizing an innovative method of transforming the data, a numerical value
can be calculated that provides a total comparative score of the total offer-
ing. This method evaluates the total offering based on the perceived benefits
and the perceived cost of the attribu ...