Section outline

  • At the end of this topic, you will be able to:

    1. Define customers. 
    2. Outline the steps in the marketing process and appreciate a customer centric overview of the process. 
    3. Discuss the different types of customers. 
    4. Appreciate the importance of customers.

     

    Please refer to the following text books for content that was delivered in the lectures by going to the chapters and reading the pages that are bolded at the end of the references:

     

    Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2012). Consumer behaviour: A European outlook (2nd ed.). Pearson Financial Times/Prentice Hall. Chapter 1 Pages 2 – 4.

     

    Kotler, P., Armstrong, G., Harris L., & He, H. (2020). Principles of Marketing (8th European ed.) Edinburgh Gate, Harlow: Pearson Education. Chapter 1 Pages 2 – 6 & Chapter 3 Pages 72 -73 & Chapter 6 Pages 185 – 187.