Enterprise should not only from the Angle of the rational customer to develop marketing activities, also want to consider the emotional needs.

企业不仅要从顾客理性的角度去开展营销活动，也要考虑消费者情感的需要。

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The 7.1 release of Rational ClearQuest contains more than 375 customer requests for enhancement (RFEs), selected for their contribution to core business values.

Rational ClearQuest 7.1发布包括375多个客户增强请求(RFEs)，按照他们对核心业务价值的贡献进行挑选。

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Steve specializes in the extension of Rational tools to meet customer requirements, whether it's writing embedded Ada network drivers, extending Rational Rose, or writing custom Eclipse plugins.

Steve 专注于 Rational 工具扩展以满足客户需求和驱动销售，或者编写嵌入式 Ada 网络驱动器，扩展 Rational Rose，或者编写定制 Eclipse 插件。

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Is it because of any rational analysis of changing markets and shifting customer needs?

FORBES: Leadership

Nobody would deny that retailing has gotten tougher in the past few years, but equally so, brands have learned that if they can create some degree of emotional engagement (in additional to the rational stuff like merchandise range, fair pricing strategies, and customer service), they are bound to see positive behavior toward the brand.

FORBES: Ron Johnson Ousted As J.C. Penney CEO

Management and marketing skills are not transferable, the thinking goes, since the federal customer is a political animal that seldom behaves like an economic rational actor.

FORBES: After Bin Laden, What Next For The Defense Industry?