Understanding Customers
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Understanding Customers
This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into six parts covering the social sciences, people as individuals, people in groups, people in society and people in organisations. Each chapter of Understanding Customers consists of: * learning objectives and definitions * the theoretical background * exercises * issues to consider * current examples * implications for marketing * recent examination questions. Chris Rice is Senior Lecturer in the Nottingham Business School at Nottingham Trent University. He is a CIM examiner on the Understanding Customers paper and has widespread consultancy experience in both the private and public sector.
Understanding Customers
Understanding customer decisions and behavior is the starting point for identifying market opportunities and formulating a company’s marketing strategy. Without understanding the needs customers aim to fulfill, the ways in which they evaluate the available alternatives that can fulfill these needs, and the decision processes they use to choose among these alternatives, a company is unlikely to succeed in developing an offering that will be embraced by its target customers. Understanding the customer decision journey and the key factors that drive customer behavior is the focus of this note. The discussion of understanding the customer is complemented by an in-depth overview of three additional topics: Maslow’s theory of human needs, the process of joint decision making, and decision heuristics and biases. This note is an excerpt (Chapter 4) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Innovation Heroes: Understanding Customers As A Valuable Innovation Resource
This book provides the knowledge necessary for succeeding in a world where companies increasingly work side-by-side with customers to create new products and services. It is a pivotal navigation tool that helps cruise the ocean of customer integration methods and explains how the methods work, when to choose which, and how to seize advantages while avoiding pitfalls.This title is an essential read for research and development managers, marketing professionals, and other practitioners who are involved in new product development to apply customer integration methods effectively and efficiently to drive new product development success. While the application of methods is no guarantee of success, knowledge of the correct selection and appropriate application increases the probability of new product and service development success. Rich in theoretical frameworks, research findings, and practical information about customer integration methods, Innovation Heroes will help the reader appreciate the value of customers as an innovation resource and ways to profit from them.