Suleyman Demirel University

Faculty of economics

Coursework

Marketing environment: Customer

Instructor: Ramiz Akhmedov

Prepared by: Aiym Nurseitova

Group: Economics 2

Kaskelen 2012

Content

I.Introduction

1. Trade and buyers in middle ages

1.1. Customers

II. Main part

2. Why customer is important for company?

2.1. Types of customer

2.2. Customer value and customer satisfaction

2.3. Measuring customer satisfaction

2.4. Customer Marketing

2.5. Customer relationship management

III. Conclusion

References

Introduction

All we know that people were trading, selling and interacting with each other from very ancient, in middle ages and even nowadays it is still exists. Year after year it was developing, and different types of ways were established to provide people with goods. And it not so difficult to understand why it is flourishes ‘till current years. The main reason is that, in the process of interacting with one another, person can be better off and after getting the desired product which he didn’t have before, he can really satisfy from it. In middle age people were travelling in order to purchase or sell the products. Early in the period, a merchant or trader was a man who worked independently, making his money where he could. As the Middle Ages progressed, businessmen began to employ groups of merchants, buying fleets of ships to use for overseas export and producing goods specifically for foreign markets. Many merchants travelled in groups for protection. Larger businesses would send out ‘caravans’, groups of merchants laden with large quantities of goods for sale, who had the protection of numbers when faced with pirates or robbers. So by travelling and trading with other countries, cities and towns, people from both sides were better off from the trade. Even if it was so risky, in order to receive things for daily life they were did as it was important and on the other hand interesting. The medieval era saw a return to trading between Europe and Asia, which had flourished during the days of the Roman Empire. The ancient Silk Route, which led from China to the Mediterranean, became popular once more, with wealthy Europeans buying luxuries such as silks, spices and precious metals from the East. Most overseas trade was done during the summer months, when the weather was better for travelling. Medieval roads often became clogged with mud and were almost impassable in the winter months and storms at sea were more of a risk in winter. Africa traded slaves and gemstones to Europe and Europeans bought spices, fine cloths and precious metals from Asia. In turn, Northern European countries exported wine, woollen cloth, salt, copper and wood. Countries such as Spain and Italy, in the southern areas of the continent, specialized in glass, wine and spices. Only goods which would travel well and wouldn’t die out quickly could be used for overseas trade. Most countries depended on buying from and selling to foreign markets as a valuable source of wealth. Well it is just short information about trading in middle ages, and now we have to determine the actors of trading. Seller, trader are the people who sells their products, goods. So, who are the customers? Customers - party that receives or consumes products (goods or services) and has the ability to choose between different products and suppliers. There is one more thing that we have to distinguish. Customer also called or may be known as buyer, purchaser and client. One word which may confuse us is consumer. A customer may or may not also be a consumer, but the two notions are distinct, even though the terms are commonly confused. A customer purchases goods; a consumer uses them. This is the main difference between them. We have different type of customer, and concepts such as the customer value, customer satisfaction and the customer marketing. This is important in order to increase sale, makes more profits, and expansion of customers.

Why customer is important for company?

As it is certain that organization’s product and services are offered to the people, as we defined to the customers, they have to interest them, they have to provide people with good quality and with good service in order to make profit, and satisfy customer. Customers are the most important people for any organization. They are the resource which the success of the business depends on. When thinking about the importance of customers it is useful to remember the following points: 

1. Repeat business is the main point of selling. It helps to provide revenue and certainty for the business. 

2. Organizations are dependent on their customers. If they do not develop customer loyalty and satisfaction, they could lose their customers. 

3. Without customers the organization would not exist. 

4. The purpose of the organization is to fulfill the needs of the customers. 

5. The customer makes it possible to achieve business aims.

Types of customers

Customers are generally two types:

• An intermediate customer or trade customer (more informally: "the trade") who is a dealer that purchases goods for re-sale.

• An ultimate customer who does not in turn re-sell the things bought but either passes them to the consumer or actually is the consumer.

It is shown in the graph -1.

Customer