CHAPTER 5

Exceeding Customer Needs and Expectations

Chapter Objectives

  • To understand the importance of customer needs and the sources of customer satisfaction
  • To understand how businesses can exceed customer expectations
  • To appreciate how to manage diverse target groups with a focused marketing mix
  • To appreciate the key role played by staff in delighting ­customers
  • To identify how innovation can help you continue to engage and delight customers
  • To make recommendations to exceed customers’ base ­expectations
  • To appreciate the shift toward experiences as purchases

Chapter Profile

This chapter explores why customer needs are paramount and discusses customer needs versus customer desires—what do customers really want? It looks at customer expectations ...

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