Understanding customers is not a new idea. Mass marketers have done it for years. But because they see everyone in a market as being alike (or at least everyone in a niche or a segment as being alike) they "understand" Customer A by asking 1,200 (or so) total strangers in a sample group from A's segment a few questions, then extrapolate the average results to the rest of the segment, including A. This is logical if all customers in a group are viewed as homogeneous. What will a company likely do differently in terms of understanding customers if it is able to see one customer at a time, remember what each tells it, and treat different customers differently?

Customers are people who buy a product/service offered by a company to satisfy their needs. They pay…

Answered: Understanding customers is not a new…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Understanding customers is not a new idea. Mass marketers have done it for years. But because they see everyone in a market as being alike (or at least everyone in a niche or a segment as being alike) they "understand" Customer A by asking 1,200 (or so) total strangers in a sample group from A's segment a few questions, then extrapolate the average results to the rest of the segment, including A. This is logical if all customers in a group are viewed as homogeneous. What will a company likely do differently in terms of understanding customers if it is able to see one customer at a time, remember what each tells it, and treat different customers differently?

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