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Customer Behavior 02

Ch.2: Three Roles of a Customer: User, Payer, Buyer

QuestionAnswer
The Three Roles Of The Customer [IMGPATH:]/sdcard/StudyDroid/Customer Behavior Ch2-1-false.jpg
Role Specialization Dividing up the customer roles - user, payer, and buyer - among individuals or groups p.35
Reasons For Role Specialization [IMGPATH:]/sdcard/StudyDroid/Customer Behavior Ch2-3-false.jpg
Need An unsatisfactory condition of the customer that leads him or her to an action that will make that condition better. p.41
Want A desire to obtain more satisfaction than is absolutely necessary to improve an unsatisfactory condition. p.41
Determinants Of Customer Needs And Wants [IMGPATH:]/sdcard/StudyDroid/Customer Behavior Ch2-6-false.jpg
Genetics A branch of science that deals with the heredity and chemical/biological characteristics of organisms. p.43
Biogenics The study of characteristics that people possess at birth such as gender, race, and the year of birth (age.) p.44
Psychogenics Individual states and traits induced by a person's brain functioning. p.44
Climate Includes conditions such as temperature, altitude, and rainfall, of a customer's environment. p.44
Topography The physical condition of a location on earth, the spatial profile of the territory (e.g. mountains or plains), and the presence of bodies of water (e.g. river, ocean, etc.), of a geographic area. p.45
Ecology Includes the quality of air, the ozone layer, and the food chain. p.45
Individual Context Consists of three dimensions: an individual\'s personal financial worth, institutions, and culture. p.45
Personal Worth The first dimension, refers to the financial resources available to a customer. p.45
Institutional Context The second dimension, it refers to the groups and organizations that a person belongs to. p.45
Cultural Context The third dimension, the culture to which a customer belongs. p.46
Environmental Context Consists of three dimensions: economy, technology, and public policy. p.46
Economy Refers to the economic development and cycles in a nation's economy. p.46
Technology The man-made inventions and devices used to sustain, facilitate, and enhance human life and activities. p.46
Public Policy Governmental or societal laws and regulations that control human behavior, and, thus, business activities. p.46
Matrix Of Person And Environment Characteristics [IMGPATH:]/sdcard/StudyDroid/Customer Behavior Ch2-21-false.jpg
Impact of the Determinants: 1. Needs-Driven Markets When both personal and environmental characteristics are physical, pure needs drive customer behavior. p.47
Impact of the Determinants: 2. Personal Wants & Environmental Needs When the relevant environmental characteristics are physical, but personal characteristics are contextual, the driver of customer behavior is a personal want but an environmental need. p.47
Impact of the Determinants: 3. Personal Needs & Environmental Wants When the relevant personal characteristics are physical but environmental characteristics are contextual (economy, technology, public policy), customers seek something that will satisfy a personal need but an environmental want. p.47
Impact of the Determinants: 4. Wants-Driven Market When both personal and environmental contexts are salient, customer behavior is driven by pure wants. p.47
Pull Marketing Marketers appeal to users Users promote to buyers A strategy that is executed when the marketer directly appeals to end users, inducing them to ask the buyer to buy the marketer's product. p.50
Push Marketing Marketers appeal to buyers Buyers promote to users A strategy where the marketer appeals to the buyers to induce them to buy the product and then promote it to the end users. p.50
Customer Roles And Push-Pull Strategies [IMGPATH:]/sdcard/StudyDroid/Customer Behavior Ch2-28-false.jpg
Created by: Tiffany619
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