MKT 3427 Chapter Notes - Chapter 8: Retail, Customer Switching, Shampoo
Document Summary
Instant info from the internet about all products and services, immense choices in options and prices, real-time price comparisons available because of technology. The greatest challenge to salespeople in the age of information is to understand realized and unrealized needs and improve responsiveness to customers. Customer not product is driving force in sales today. People do(cid:374)"t (cid:272)are (cid:449)here or fro(cid:373) (cid:449)ho(cid:373) the(cid:455) (cid:271)u(cid:455), the(cid:455) are e(cid:373)po(cid:449)ered (cid:271)(cid:455) the i(cid:374)ter(cid:374)et. (cid:272)usto(cid:373)er strateg(cid:455): pla(cid:374) that results i(cid:374) u(cid:374)dersta(cid:374)di(cid:374)g the (cid:272)usto(cid:373)er"s per(cid:272)eptio(cid:374)s a(cid:374)d (cid:373)a(cid:454)i(cid:373)izi(cid:374)g (cid:272)usto(cid:373)er satisfa(cid:272)tio(cid:374)s a(cid:374)d respo(cid:374)si(cid:448)e(cid:374)ess, goal is to (cid:271)etter u(cid:374)dersta(cid:374)d (cid:272)usto(cid:373)er"s buying needs and motives. First prescription is customer buying process, second is why customers buy, third is building a strong prospect or account base. Customer is a person not a number so companies should develop the one-to-one strategy: treat different customers differently. Consumer buyer behavior: buying behavior of individuals and households who buy goods and services for personal consumption.
