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THE Marketing Study Guide

Prepared by a marketing lecturer, designed for university-level students

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Tag: customer

Why Use a Brand Persona?

Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market… Read more...

Author Geoff FrippPosted on Categories Consumer Behavior, Customer Relationship Management, Promotion Concepts, Segmentation, Targeting and Positioning, Services MarketingTags brand, customer, journey mapping

What is customer journey mapping?

What is a customer journey?

Let’s start our understanding of customer journey mapping by first understanding what is meant by the “customer’s journey”.

As suggested by the name, a customer journey is the progression of a consumer (initially a non-customer … Read more...

Author Geoff FrippPosted on Categories Consumer Behavior, Customer Relationship Management, Promotion Concepts, Services MarketingTags brand touchpoints, customer, journey mapping

Main phases of a customer journey

Three main phases of a customer journey

Customer journeys, particularly for high involvement purchases, may take years to lead to a purchase decision. For example, a young consumer buying their first brand new car would have years of experience of … Read more...

Author Geoff FrippPosted on Categories Consumer Behavior, Customer Relationship Management, Promotion Concepts, Services MarketingTags brand touchpoints, customer

What is a customer journey?

What is a customer journey?

As the name implies, a customer journey is the series of steps undertaken by a consumer (that is, a non-customer of a brand) in their journey to becoming a customer of the brand. A consumer’s … Read more...

Author Geoff FrippPosted on Categories Consumer Behavior, Promotion Concepts, Services MarketingTags brand, brand touchpoints, customer, journey mapping, process

Customer Value

 

What is customer value?

Customer value is a fundamental concept in the study of marketing and is usually covered in the opening chapter of a marketing textbook.

Virtually all organizations strive to deliver good overall value for both their … Read more...

Author Geoff FrippPosted on Categories Introductory ConceptsTags customer, perception, value

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Welcome to the Marketing Study Guide

This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs

  • About
    • Privacy Policy
  • Base Concepts
  • Strategy
  • Environment
  • SWOT
  • Consumer Behavior
  • Segmentation
  • Product Mix
  • New Products
  • PLC
  • Promotion
  • Pricing
  • Services
  • CRM
  • Research
  • Metrics
  • Ethical
  • Videos
  • Career Quiz
  • All Articles
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