When Is Customer Right?
A Canadian magazine Marketing has started a lively discussion among sales managers by asking: “What is a Customer?”
A dictionary, defines a customer as one who “customarily buys from a firm.” He makes it one of his customs to buy from that firm, and so he is called a customer.
If he buys only once, or now and then, he cannot be called a “customer,” according to this definition. He is only a buyer. So the aim of any efficient firm is to change its buyers into customers. What it wants most of all, are permanent patrons.
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https://paperspast.natlib.govt.nz/newspapers/BPB19500703.2.29
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Bay of Plenty Beacon, Volume 15, Issue 64, 3 July 1950, Page 5
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101When Is Customer Right? Bay of Plenty Beacon, Volume 15, Issue 64, 3 July 1950, Page 5
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