Mobile Customer

Abstract

Organizations and people, whenever they need to, aim to fulfill their requirements with suitable products and services. The suppliers of these requirements perform a certain marketing process until the requirement is fulfilled. In this process, first the attributes of the product or service are determined. Various studies are made during the identification of these attributes. These studies are evaluated from the customer’s perspective for conformity to taste, functionality, suitability to place and culture, convenience for budget and time. The purchasing process is concluded upon the final decision of the people or organizations that see the suitability of the product to fulfill their requirements. In this context, the mobile customer tries to cover his or her requirements with the knowledge based on information obtained from the virtual environment, and reaches facts via virtual data, and the customer creates a new structure with different features. This section aims to detail the changing customer structure, the individualization and the experienced changes and considers the transformation of individuals into mobile customers. Generations who depended on products of high-technology development, which show themselves with different aspects, have also brought differences to marketing. They have both changed the production and service approach, and began to benefit from different types of products and services. In addition to other environmental conditions that affect life, human generations who change due to the effects of the means of the age should also be examined in this context. © 2010 by IGI Global. All rights reserved.