Tương tự quân sự là rất quyến rũ, và nó thường phục vụ như một công cụ rất hữu ích và hợp pháp từ các tổ chức đối thủ "chiến đấu" với nhau. Ngoài ra, như chúng ta đều biết, có người thắng và kẻ thua trong những nhà lãnh đạo tổ chức "trận chiến trên thị trường.", Hơn nữa, trên thực tế triển khai các chiến lược và chiến thuật theo những cách gợi ý của một chiến dịch quân sự | Justifying Qualitative Methods 65 Table Subjective Feelings of Customers Issue Overview Discussion Desứes Customers clients often experience specific desires that are subjective. In order to provide appropriate goods and services an understanding of these desires is essential. In today s world the marketing concept that focuses upon customer client desứes dominates the strategic process. In order to act accordingly a knowledge of customer client desires is essential. Fears Customers clients often experience specific subjective fears that impact the decision-making process. By understanding these fears customer client responses become more predictable. By focusing upon customer client fears competitive intelligence professionals will be able to more accurately predict responses. Fears not merely goods and services impact customers. Expectations Expectations are neither desứes nor fears but constitute phenomena that the customer expects. Not providing an expected experience or relationship can adversely impact customer relations. Expectations are expected rules or patterns that the customer client expects will exist. Not acting in accordance with expectations can undermine relationships. Analysts may need to provide information that insures expectations are met. Perceived Threats People and organizations are not merely impacted by what is real but by what is perceived to be significant. That is true of both threats and opportunities. It is easy for us to look at the world and other people from our own perspectives. Viewing the world from the point of view of others although perhaps difficult is even more appropriate and providing this perspective is an important part of competitive intelligence. We may disagree with the competitor regarding the way phenomena are perceived. In actuality it makes no difference competitive intelligence seeks to understand what people believe not the accuracy of their beliefs. The Amish for example believe that the use of modern .
