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SUMMARY - INTERNATIONAL MARKETING & SALES II (KOTLER)

Customers can be separated in 2 groups:
- Consumers - Individuals and households who buy goods and services for personal
consumption
- Businesses - Organisations that buy goods and services to use in the production of other
goods and services or for the purpose of reselling or renting them to others at a profit
Customer journey
The sum of experiences that customers go through when interacting with a company or a brand. This
can be visualized through a customer journey map.
➔ Customer journey map: Illustration that details all of the touchpoints at the company or
brand that customers come into contact with as they attempt to achieve a goal, and the
emotions they experience during that journey.
It is helpful to understand how customers are interacting with your company or brand and
helps to identify areas of improvement of your customers’ experience.
The following steps are taken in creating a customer journey map:
1. Make sure you have done your research;
2. Define behavioural stages from the customer’s perspective;
3. Capture your customer’s considerations;
4. Detail every touchpoint;
5. Detail customer pain points;
6. Chart changing customer emotions;
7. Consider what other detail can be added to the map;
8. Outline opportunities for improvements.
Consumer behaviour is affected by several types of characteristics. This could alter the behavior of
each individual: