Tell your customers what they need

摘要

OVER THE YEARS,Opticom has conducted extensive research on buying behavior among customers in the pulp and paper industry.In particular,our Brand Equity surveys have demonstrated the complexity of the paper buying market and the consequently difficult task of segmenting the customers into distinct and easily manageable marketing categories.Further research has shown that in many cases "the customer" in the pulp and paper industry (not limited to paper) is perceived by the supplier as a somewhat omniscient and unpredictable element on which the supplier nevertheless seems to heavily rely for answers,ideas and suggestions concerning new products.