Terry Hill, a professor at Oxford University argues that the criteria required in the marketplace (and identified by marketing) can be divided into two groups:
➢ An order qualifier is a characteristic of a product or service that is required in order for the product/service to even be considered by a customer. ➢ An order winner is a characteristic that will win the bid or customer’s purchase.
Order winners and qualifiers are both market-specific and time-specific. They work in different combinations in different ways on different markets and with different customers. While, some general trends exist across markets, these may not be stable over time.
Order Qualifier: Incase of telephone company the main objective is to ensure proper communication. In this sector some of the order qualifiers are Grameenphone, Robi, Citycell, Banglalink, Teletalk, Warid.
Order Winner: An Order winner criterion depends on the cost of the product, product quality and reliability, or any of the other dimensions developed earlier. In our country Citycell (Pacific Bangladesh Telecom Limited) is the first mobile communications company (since 1989) of Bangladesh. For this reason it got some priorities in that time. But when GP (Grameephone) came into market in 1997 it became the order winner because of its strong and reliabile network. Grameenphone was the first company to introduce GSM technology in Bangladesh. It also established the first 24-hour Call Center to support its subscribers. It has now more than 28 million subscribers (as of October 2010). As of July, 2008 Citycell has 1.67 million subscribers.
It is Important to remember that the order winning and order qualifying criteria may change over time. Professor Hill states that a firm must re-qualify the order qualifiers every day it is in business.