Final answer:
Order qualifiers are the minimum standards products or services must meet to be considered by customers, while order winners are the attributes that convince customers to choose a specific product over competitors. Order winners make a product stand out and drive customer choice.
Step-by-step explanation:
The difference between order qualifiers and order winners lies in their role in a customer's purchase decision in a competitive market. Order qualifiers are the minimum standards that products or services must meet for them to be considered by customers as potential options for purchase. These may include quality, price, delivery times, and basic features that customers expect from a product in the market. Without meeting these requirements, a product is often not even considered by a customer.
In contrast, order winners are the attributes that convince the customer to choose one product over another. These are above the basic qualifying criteria and can include superior quality, innovative features, brand reputation, or exceptional service. Order winners are what make a product stand out in the market and drive customer choice leading to business success.
For instance, in the smartphone market, an order qualifier might be having a touch screen and the capability to download apps, which is expected from all smartphones. An order winner, however, could be a unique camera feature or an ecosystem of products and services that differentiates it from competitors.