BU479 Chapter Notes - Chapter 11: Clayton M. Christensen, Market Segmentation, Milkshake
Document Summary
Customer decision journey: businesses need to understand how and why buyers decide to purchase products and. Understanding customers services: this process is commonly referred to as the customer decision journey, the customer"s decision journey has become more complicated; customers have access to more types of information. Business-to-consumer (b2c) markets: b2c consumer decision journeys are becoming shorter, automated and more passive, customers increasingly make their decisions based on other customers" reviews. Internal need recognition: the consumer recognizes that they have a problem and need a solution. Internal information search: the consumer considers what they already know to find anything related to the problem. How long is the customer decision journey: the length of the customer decision journey will vary widely. Generally, the more a buyer perceives a planned purchase to be risky, complex, expensive, and important, the more time that buyer will need to complete the customer decision journey.
