Introduction

You are a customer.

You are considering your next purchase—perhaps to replace an old, well-used product, or possibly to buy a new item or service that you have never before owned.

Think about it. What will drive your decision regarding where you will conduct this business? What determines whether you do business with one provider of a product versus another? And later, will you return and purchase again from that firm or move on to a new source?

In today’s environment, one firm’s products pretty much resemble those of other potential vendors. When a company does introduce a truly unique product idea, their innovation is soon replicated and available from virtually everyone else in their industry. Improvements to existing product lines ...

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