消费者行为学Ch01.pptVIP

CHAPTER 1 The Customer: Key to Market Success The Importance of Understanding Customer Behavior A Key to Success Satisfy customers Adopt the marketing concept Gain legitimacy in society Satisfying the Customer Adopt a Customer Culture Incorporate customer satisfaction as an integral part of the corporate mission and utilize an understanding of customer behavior as input to all marketing plans and decisions Adopting the Marketing Concept Market Concept Principle Focus Making what the customer wants or needs Selling Concept Principle Focus Finding a buyer for the product Selling the customer i