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Order Qualifiers are the characteristics of products or services that is required in order for the product or service to be considered by a customer.

Order Winners are the characteristics that will win the bid or the customers purchase.

For example, a firm producing a high quality product (where high quality is the order-winning criteria). If the cost of producing at such a high level of quality forces the cost of the product to exceed a certain price level (which is an order-qualifying criteria), the end result may be lost sales, thereby making "quality" an order-losing attribute.

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