• Unit 3: Customers and Marketing Research

    Marketing is all about the customer. But who is the customer? If you are a car manufacturer, you have multiple types of customers. You might have governments and rental agencies that wish to buy fleet vehicles. We call these customers business-to-business (B2B). You would also have dealerships to whom you want to sell your cars; this is also B2B. Then, there are the end-users or dealer's customers. Though the dealer owns the car when it is sold, the manufacturer almost always plays a crucial role in marketing that car. Identifying your target customer can be difficult, but with the proper definitions and the right research, marketers will know their customers better than they know themselves.

    Completing this unit should take you approximately 7 hours.

    • 3.1: Business-to-Business

    • 3.2: Business-to-Consumer

    • 3.3: Customer Psychology

    • 3.4: Value of Customers

    • 3.5: Marketing Research