• 1.3: Understanding Customers' Needs and Wants

    • Dr. Steven R. Van Hook's "Understanding the Customer" URL

      Read this article on how to understand a customer's needs and wants. Be sure to take careful notes to help study for the unit quiz and final exam. Spend 30 minutes visiting the featured customer workplace for examples of effective customer service tactics. If you can find employment listings of interest to you on that website, you may want to investigate those.

    • Principles of Marketing: "Chapter 3: Consumer Behavior: How People Make Buying Decisions" URL

      Read this chapter, which discusses consumers' decision-making process and examines the situational, personal, psychological, and societal factors that influence their buying decisions.

    • Dr. Steven R. Van Hook's "Who Are Your Publics?" Page

      Watch this video on publics and demographics. Among the most important aspects of communication is forming a clear picture of just whom the targeted audience is. This video describes key publics, demographics, and segments we should identify early in our communication planning.You may read along with the transcript linked here.