ABSTRACT
This chapter explains about different expectations, worldviews, and behaviors. These expectations and worldviews translate into customer requirements and market segments. Marketing and selling to different generations obviously depend on the product executives have to sell and the generations which they have targeted as customers. A potential customer hasn’t bought anything from executives yet and needs to be handled in a specific way. While the need for information, guidance, and help is shared across all types of customers, the flavor changes from type to type. Prospective customers probably know a bit about executives' product, but they’re looking for options, and new perspectives. Digitalization helps in all of them because customers have adopted digitalization in all fields in which they buy – the younger customers more than the older ones. Most customers expect that if they post a question, comment, review or complaint on any one of a supplier’s channels, then there should be an answer within 60 minutes.
