Collect customer information

Author: International Finance Corporation China Project Development Center Group Editors
Publisher:
Publish Date: 2003-09-01
Features: This book serves as the foundation for targeting selected markets and developing effective marketing plans. When formulating a marketing plan, companies first need to identify their target customers and understand their purchasing process. For this reason, we need to collect customer information. This information provides important clues on how to approach and better serve customers. The main content of this book includes: the importance of obtaining information about existing and potential customers; the differences between consumers and business purchasers; analyzing factors that influence the purchasing behavior of consumers and business purchasers. By studying this book, you will be able to: understand customer purchasing behavior; identify the four main factors that influence customer purchasing behavior; understand business purchasing behavior and the differences between consumer purchasers and business purchasers; explain the seven different roles in the business purchasing process; explain the four main factors that influence business purchasing behavior.