Who are customers in a business context?

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Prepare for the Marketing in the Digital Era Test. Study using flashcards and multiple choice questions, each with hints and explanations. Get ready to excel in your marketing exam!

Multiple Choice

Who are customers in a business context?

Explanation:
Customers are the people who have made a purchase from the company. They are actual buyers who generate revenue and may become repeat shoppers, forming the company’s customer base. This distinguishes them from potential customers—people who haven’t bought yet and are still prospects. It’s also different from the product or service itself or the buying process, which refer to what’s offered and how the transaction happens, not who buys. Understanding who counts as customers helps focus strategies on retention, upselling, and customer lifetime value.

Customers are the people who have made a purchase from the company. They are actual buyers who generate revenue and may become repeat shoppers, forming the company’s customer base. This distinguishes them from potential customers—people who haven’t bought yet and are still prospects. It’s also different from the product or service itself or the buying process, which refer to what’s offered and how the transaction happens, not who buys. Understanding who counts as customers helps focus strategies on retention, upselling, and customer lifetime value.

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