Understanding Customers
Section outline
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The success of business organisations is hinged on the insight they have of their customers’ and their needs. It is vital for them to concentrate or focus their efforts on understanding customers if they are to excel in business. This course is designed to provide students with an understanding of the different types of customers, customer segmentation, decision making models, and factors influencing consumer behaviour. Students are equipped with techniques of identifying and investigating consumer behaviour which will enable them devise methods for effective customer service delivery and to build and maintain profitable customer relationships in today’s dynamic and connected world.
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At the end of this topic, you will be able to:
- Define customers.
- Outline the steps in the marketing process and appreciate a customer centric overview of the process.
- Discuss the different types of customers.
- 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.
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At the end of this topic students will be able to:
- Define customer value, satisfaction, retention and loyalty.
- Explain the importance of these concepts to businesses.
- Discuss how the concepts are related to each other.
- Demonstrate how businesses can foster customer value, satisfaction, retention and loyalty.
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 7 – 10.
Kotler, P., Armstrong, G., Harris L., & He, H. (2020). Principles of Marketing (8th European ed.) Edinburgh Gate, Harlow: Pearson Education. Chapter 1 Pages 14 - 20
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At the end of this topic you will be able to:
1. Explain how marketing stimuli influences consumer choices using the stimulus response model.
2. Explain the different types of consumer buyer behaviour.
3. Use the Engel-Kollat-Blackwell Model to discuss the stages in the buyer decision process.
4. Suggest ways in which marketers can engage customers and affect how they think and respond to their marketing offerings.
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:
Kotler, P., Armstrong, G., Harris L., & He, H. (2020). Principles of Marketing (8th European ed.) Edinburgh Gate, Harlow: Pearson Education. Chapter 5 Page 140-143 & Page 157-164
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At the end of this topic you will be able to:
1.Define consumer markets.
2.Explain the factors which influence consumer behavior.
3. Relate how these factors influence the buying decision and post purchase evaluations.
Please refer to the following text book for content.
Kotler, P., Armstrong, G., Harris L., & He, H. (2020). Principles of Marketing (8th European ed.) Edinburgh Gate, Harlow: Pearson Education. Chapter 5 Page 140-143 & Page 157-164