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Introducing customer behaviour - Coggle Diagram
Introducing customer behaviour
Marketing definition & development
Getting closer to customers
Service-dominant logic / SDL
Central emphasis - Role of customers
Co-production
Customer participation
Educating & encouraging customers
Co-creation
Creating value by using product/service
More close engagement with customers
Marketing = customer + supplier => creating value together
=> exchange process richer & more dynamic than simple transaction b/t buyer & seller
opportunity to co-create benefits exchanged
differentiate roles of customers & supplier
Implication - closer understanding of customer behaviour & motivation
Getting grips with customers
Who are your customers
at work
Internal customers (colleagues) => internal marketing
Final customer / consumer
Personal life (family & friends) both directions
Marketing as exchang process
Value (For supplier)
External influences on customers
Benefits (for customer)
External influences on supplier
Internal influences on customers
Internal influences on supplier
Supplier
Customer
Customer behaviour beyond individual
Cultural, social, political
collective consumption