An individual or business that purchases the goods or services produced by a business. The customer is the end goal of businesses, since it is the customer who pays for supply and creates demand. Businesses will often compete through advertisements or sales in order to attract a larger customer base.


Businesses often follow the adage that "the customer is always right" because happy customers will continue to buy goods and services. Companies closely-monitor the relationships that they have with their customers, eliciting feedback to see if new products should be created or adjustments be made to what is currently offered.

  1. Vendor

    The party in the supply chain that makes goods and services available to companies ...
  2. Consumer Goods

    Products that are purchased for consumption by the average consumer. Alternatively ...
  3. Consumer Staples

    Essential products such as food, beverages, tobacco and household items. Consumer ...
  4. Marketing

    The activities of a company associated with buying and selling a product or ...
  5. Product Differentiation

    A marketing process that showcases the differences between products. Differentiation ...
  6. Customer Relationship Management ...

    The principles, practices, and guidelines that an organization follows when ...
  7. Warm Calling

    The solicitation of a potential customer with whom a sales representative or ...
  8. Client Base

    A company's primary source of business. A client base consists of the current ...
  9. Customer Service

    The process of ensuring customer satisfaction with a product or service. Often, ...
  10. Loyalty Program

    A rewards program offered by a company to customers who frequently make purchases. ...
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