chapter  2
27 Pages

Customers: who do they think they are?

There was a time when people knew all of their customers personally. Our market place was very local and small then, but mass production and the population explosion changed everything. Now, some types of organization know all of their customers or clients but others have to make sense of the huge numbers of people who buy or utilize their products or services. Internal markets are usually the reverse of this situation with most

departments or individuals dealing with a limited number of people

Whatever the situation there are a number of ways of helping you understand what your customers are like and define who they are. You can describe them using a variety of characteristics that will help you recognize them and construct a better picture of who you are serving. Although there are an almost infinite number of ways to do this we will explore only the basic approaches and help you find the

best ones for your different situations and types of customer.