Chapter 4: Understanding Customers
Chapter Summary:
In this chapter we explore the factors affecting why buyers do what they do. We examine the basic concepts that appear to be commonly accepted as influencing customer behavior. We look at the buying behavior of consumers (i.e., when people buy for personal reasons) and also examine factors that influence buyers' decisions in the business market.
Key Issues:
- Why Customers Buy
- What Influences Purchasing
- Internal Influences
- External Influences
- How Customers Buy
- Consumer Purchase Decisions
- Business Purchase Decisions
Links to Cited References:
(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)
- Marr, M., "Disney Reaches to the Crib to Extend Princess Magic," Wall Street Journal, November 19, 2007. http://online.wsj.com/article/SB119543097711697381.html
- Bank of American Photo Expressions website. http://www.bankofamerica.com/creditcards/index.cfm?template=cc_features_photo_expressions
- HouseParty website http://houseparty.com/
- Elliott, S., "Show and Tell Moves Into Living Rooms," New York Times, April 4, 2008. http://www.nytimes.com/2008/04/04/business/media/04adco.html
- "Secrets of the Male Shopper," BusinessWeek, September 4, 2006. http://www.businessweek.com/magazine/content/06_36/b3999001.htm
- Taub. E. A., "Guessing the Online Customer's Next Want," New York Times, May 19, 2008. http://www.nytimes.com/2008/05/19/technology/19recommend.html
- Chen, S. J., "How China Buys Cars," Forbes, July 31, 2007. http://www.forbes.com/markets/2007/07/31/chiina-car-marketing-cx_jc_0731markets3.html
- Lomas, N., "Contactless Payments Speeds Up Coffee Drinkers," Silicon.com, July 28, 2008. http://www.silicon.com/retailandleisure/0,3800011842,39263294,00.htm?r=3
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