Report in Marketing just wanna share...

1. Chapter 2
user
payer
buyer
Three Roles
of a Customer:
User, Payer,
Buyer
user
payer
buyer

2. Jay Ann M.
Barrientos
(first reporter)

3. Types of Role
Specialization
• User is Neither
Payer nor Buyer
• User is Payer
But Not Buyer
• User is Buyer
But Not Payer
Role
Specialization
- Different
individuals or
groups may
carry out one
or more of the
three roles.

4. User is Neither Payer nor
Buyer
user
buyer
payer

5. User is Payer But Not Buyer
user and payer
buyer

6. User is Buyer But Not Payer
buyer and user
payer

7. Reasons for Role
Specialization
Lack of Expertise
Lack of Time

8. Jocelyn S. Avenido
(second reporter)
continua

9. Lack of buying power
Lack of
access
Lack of affordability

10. When the product
is subsidized by
payers
When the product is free

11. Customer Needs And
Wants
• Need is an unsatisfactory condition of
the customer that leads him or her to an
action that will make that condition better.
• Want is a desire to obtain more
satisfaction than is absolutely necessary
to improve an unsatisfactory condition.
The Distinction between Needs And Wants

12. Determinants of Needs
A persons needs are determined by 2
factors: the individual himself or herself
and the person’s environment. These
determinants have to do with the
physical characteristics of individuals
and the environment , rather than with
the social and institutional context.

13. Personal Characteristics
Genetics: allergies
Biogenics: sign of aging

14. Psychogenics

15. Allan Cons Albano
(last reporter)
continua

16. Physical Characteristics of the Environmen
•CLIMATE- the climate of customer
environment includes condition such
as temperature , altitude and rainfall.
•Topography-of geography area is
refers to the physical condition of the
location o earth
•Ecology –the third characteristic of the
environment that has a significant
influence on customer needs is
ecology

17. The Individual Context
Personal worth- refers to the financial
resources available to a customers
Institutional context-it refers to the
group and organizations a person
belongs to and it includes the
workplace , religious and educational
institution
Cultural context – culture influence on
customers is pervasive for culture
shape everything we do desire or
become

18. The Environment Context
Technology – is the man-made
inventions and devices used to sustain
, facilitate , and enhance human life
and activities
Public policy – is government or
societal law and athat control human
Behavior

19. Impact of the Determinants
1. Needs-driven markets.
2. Personal wants and environmental
3.Personal needs and environmental wants
4. Wants –driven markets.

20. The End.
Have a great day!