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THE CLIENT / CUSTOMER |
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CUSTOMERS |
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CUSTOMERS: CUSTOMERS are people who buy products. Imagine that you are the owner of a company selling computers. Anyone entering your shops can be called POTENTIAL CUSTOMER. This is a person who could buy if he/she finds the right product. Anyone that actually buys one of your computers from your shop is a CUSTOMER. |
MORE DETAIL ON CUSTMERS: The relationship between a customer and a business, is not based on a contract. Customers are free to go to different suppliers / retailers, as they are not restricted by a contract. The customer receives a generalised service, for example, service from an information desk / customer service desk / complaints desk. The customer does not receive an individualised ‘service’ from the company. Customer complaints are normally dealt with through a dedicated complaints telephone number. If complaints are upheld, this results with the product being replaced or a money back guarantee. |
CLIENTS |
CLIENTS: Imagine you own an advertising company. Your company designs advertising campaigns which may run on TV, Radio and even the internet. A car manufacturing company approaches your advertising company to prepare a series of advertisements to promote a new model of sports car. The car manufacturing company can be regarded as CLIENTS as they are buying a service from you. |
MORE DETAIL ON CLIENTS: The client signs a contract or agreement with a professional / company. A contract that describes the relationship and standard of services provided by the professional / company. Can be a short term or long term contract / professional relationship. Clients receive personalised attention / service. This could be in terms of regular meetings / consultations / reports. The company / professional, serves the client’s best interests. A client normally has the right to complain, through the professional body associated with the company / professional, which can lead to sanctions, if the client complaint is upheld. |
1. What is the difference between a CUSTOMER and a CLIENT ? |
2. What is the difference between a SERVICE INDUSTRY and MANUFACTURING INDUSTRY ? Give and example of a service and manufacturing industry to help explain your answer. |
3. Advertising campaigns are not always successful.
Give an example of an advertising campaign that you consider as being
successful. Describe the product / service the campaign was trying to promote / sell. Explain the nature of the advertising campaign (TV Adverts, Internet etc.......) Explain why you think the advertising campaign was successful. |
4. Make a list of well known companies that sell products and those that sell a service. |
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