1. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 1 CHAPTER 9 Get To Know Your Customers OBJECTIVES 9-1Describe the characteristics of customers. 9-2Explain the components of a consumer psychological profile. 9-3Compare the four consumer personality styles. 9-4Describe the consumer decision-making process. 9-5Discuss what makes a satisfied customer.

2. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 2 What Are Customers? Customers are individuals or organizations with unsatisfied needs who possess the resources needed to fulfill those needs. The single greatest competitive advantage that small businesses have over large businesses is that they know and understand their customers better.

3. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 3 Target Marketing Where do my customers live and work? What is the lifestyle of the people who are most likely to need my product or service? What level of income is needed to purchase my product or service? Which potential customers will receive the greatest benefit from my product or service? Which group will buy the most of my product or service?

4. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 4 Consumer Psychological Profiles A consumer profile includes needs, perceptions, motivations, and attitudes.

5. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 5 Needs Wants are defined as anticipated desires. Needs are those things, tangible and intangible, that you require to maintain your standard of living or expected lifestyle.

6. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 6 Physiological Needs Safety Needs Love and Belonging Needs Self-esteem Needs Maslow's Hierarchy of Human Needs Self- actualization Needs

7. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 7 Types of Needs Conscious need Preconscious need Unconscious need

8. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 8 Perceptions The ways you view and understand things, as determined by your background and mental framework, are your perceptions. They are largely formed by the amount of information and knowledge you possess about particular subjects or about a business’s products or services.

9. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 9 Past Experience Selective distortion Selective retention

10. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 10 Motivations Customers are persuaded into action when they are given a reason, or motivation.

11. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 11 Strong Motivators Selfishness Greed Hedonism Indolence Fear

12. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 12 Attitudes A person’s attitude can be defined as the way he or she feels about something.

13. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 13 Consumer Personality Styles Personality is made up of an individual’s distinguishing character traits, attitudes, and habits. Carl Jung categorized human awareness into four functions: thinking, intuiting, feeling, and sensing. Personality styles can be described in terms of these functions.

14. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 14 Personality Styles Thinker style Intuitor style Feeler style Sensor style

15. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 15 Self-Concepts Real self Self-image Ideal self Looking-glass self

16. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 16 Behavior Patterns of Consumer Groups Marketers classify consumers according to their buying behavior. Categories Baby boomers Generation Y Generation X Older consumers Ethnic markets

17. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 17 Consumer Life Cycle Bachelor stage Newly married, no children Full nest I: youngest child under 6 Full nest II: youngest child over 6 Full nest III: older couple with dependent children Empty nest I: older couples, no children at home Empty nest II: older couples Solitary survivor, in labor force Solitary survivor, retired

18. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 18 Consumer Classifications Innovators Early adopters Early majority Late majority Laggards

19. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 19 Consumer Decision Making Customers strive for utility satisfaction. They choose products that will give them the greatest satisfaction in exchange for their money or barter (utility).

20. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 20 Decisions Routine decisions Nonroutine decisions Extensive decisions

21. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 21 Consumer Decision-Making Process 1.Recognize a need. 2.Analyze the cause of the need. 3.Review alternatives to relieve the need. 4.Select from the desired alternatives. 5.Make the exchange transaction. 6.Evaluate the purchase.

22. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 22 The Black Box Approach Feedback Response buyer behavior Black Box mental internalization Stimulus product presentation

23. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 23 The Informed Consumer The difference between routine, nonroutine, and extensive decisions is the degree of uncertainty surrounding the decision. The greater the uncertainty, the more effort is required of the decision maker. More information equates to less risk equates to easier decision making.

24. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 24 The Satisfied Customer Satisfied customers return. It is less expensive and more profitable to sell to current customers than to attract new customers.

25. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 25 Customer Relations The best policy is one that treats all customers equally. Small manufacturers must not become dependent on one or a few customers. Services can be offered without necessarily driving up costs. They are on-the-job tasks that require little or no investment in product. Good customer relations mean repeat sales.

26. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 26 Relationship Marketing Relationship marketing allows the small business to Receive more volume on fewer transactions Spend less money on attracting new customers Concentrate on continuous improvement Get more involved with its customers by providing education and building future sales Be seen as credible, sincere, and trustworthy Receive strong referrals from a satisfied customer base

27. SUCCESSFUL BUSINESS PLANNING FOR ENTREPRENEURS © South-Western Thomson Chapter 9Slide 27 Social Responsibility Good customer relations equate with strong goodwill. A successful business is recognized by the community as one that has earned trust and confidence.