Customer types and behavioural influences

This week’s topics

Customer types and behavioural influences

1. Internal versus external customers
2. B2B and B2C market segments
3. Cultural and socio-economic influences
4. Changing customer expectations
5. Types of Markets: B2C and B2B
6. B2B vs B2C: Business to Business Marketing vs Business to Consumer Marketing
7. Managing Customer Expectations: How Not to Disappoint Your Customers

What you will be able to do

• 2.1 State the types of customers of a business.
• 2.2 Explain what influences the behaviour of a business’ customers.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: state the types of customers of a business.

Study materials

Videos

• Types of Markets: B2C and B2B · YouTube · Galton College · 17 min · for registered students
• B2B vs B2C: Business to Business Marketing vs Business to Consumer Marketing · YouTube · Professor Wolters · 7 min · for registered students
• Managing Customer Expectations: How Not to Disappoint Your Customers · YouTube · Professor Wolters · 7 min · for registered students

Further resources

• Principles of Marketing, ch. 3.1–3.2: Consumer markets and influences on buying · PDF · OpenStax, textbook chapter; pp. 94–110 · for registered students
• Internal marketing for internal consumer satisfaction and customer orientation · Reading · Reading, article · for registered students