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  • Consumer Behavior: How People Make Buying Decisions
    Course Introduction
    Course Syllabus
    Unit 1: The Customer Service Workplace
    1.1: Work Environment
    The Customer Service Workplace
    Marketing Fundamentals
    1.2: Creating Favorable Impressions
    Creating Favorable Impressions
    Communication Appeals and Tactics
    1.3: Understanding Customers' Needs and Wants
    Understanding the Customer
    Consumer Behavior: How People Make Buying Decisions
    Who Are Your Publics?
    1.4: Communication: Verbal and Nonverbal
    Verbal and Nonverbal Communication
    Effective Writing Skills
    The Sixty-Second Elevator Pitch
    Presentation Skills: What Makes a Great Elevator Speech?
    Professional Personal Presentation Skills
    Top 10 Tips for Business Presentations
    Unit 1 Activities
    Discussion: Unit 1
    Discussion: The Customer Service Worker
    Unit 1 Assessment
    Unit 2: Customer Service Duties
    2.1: Professionalism in Difficult Situations
    Extraordinary Customer-Service Situations
    2.2: Dealing with Challenging Customers
    Handling Challenging Customers
    Dealing with Disruptive People
    2.3: Dealing with Diverse Customers
    Working with Customer Diversity
    Cross-Cultural Marketing Communications
    Unit 2 Activities
    Discussion: Unit 2
    Discussion: The Customer Service Workplace
    Unit 2 Assessment
    Unit 3: Customer Service Skillsets
    3.1: Customer Service and Telephone Skills
    Customer Service Telephone Skills
    3.2: Customer Service via E-mail and the Internet
    Customer Service through E-mail and the Internet
    3.3: Teamwork
    Customer Service Teamwork
    3.4: Time, Stress, and Work Health Management
    Customer Service Worker Self Care
    Unit 3 Activities
    Discussion: Unit 3
    Discussion: Customer Service Skillsets
    Unit 3 Assessment
    Unit 4: The Customer Service Career
    4.1: The Customer Service Profession
    Careers in Customer Services
    4.2: Developing Your Career in Customer Service
    Customer Service Career Development
    4.3: Resources for Career Development
    Professional Social Networks
    Unit 4 Activities
    Discussion: Unit 4
    Discussion: The Customer Service Career
    Unit 4 Assessment
    Unit 5: Improving the Customer Experience
    5.1: Types of Customer Relationship Management (CRM)
    Why Electronic Customer Relationship Management?
    Relationship Marketing in the Digital Age
    5.2 The Value of Customer Relationships
    Putting a Value on Customer Relationship Management
    Technology
    5.3: CRM Technology Tools and Software
    Technology and Customer Relationship Management
    Customer Relationship Management (CRM): Digital Marketing
    Ways to Get a Customer Overview for your Future Marketing Strategies?
    Unit 5 Activities
    Discussion: Unit 5
    Discussion: Improving the Customer Service Experience
    Unit 6: Responsibility to the Customer
    6.1 Ethics and the Customer
    Ethical Consumerism
    Emotional Branding Speaks to Consumers' Hearts
    Why We Need to Treat our Employees as Thoughtfully as our Customers
    6.2 Legal Rights of the Customer
    Basic Consumer Rights
    Definition of Consumer Product Safety Act in Marketing
    My Consumer Rights – My Shopping Rights
    6.3 Developing and Keeping Customer Trust
    Using Customer Service to Build Brand Loyalty in 2019: Data-Driven Tips
    Three Ways to Build Trust in Your Business
    Building a Digital World Consumers Can Trust
    Unit 6 Activities
    Discussion: Unit 6
    Discussion: Responsibility to the Customer
    5.1: Course Project
    Discussion: Customer Service Training Manual
    Discussion: Course Project
    Course Feedback Survey
    Course Feedback Survey
    Certificate Final Exam
    CUST105: Certificate Final Exam
    Saylor Direct Credit
    Archived Materials
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  • Art History
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  • English
  • Philosophy
  • Catalyst IT Test
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  • Computer Science
  • English as a Second Language
Professional Development
  • General Knowledge for Teachers
Science and Math
  • Biology
  • Chemistry
  • Mathematics
  • Physics
Social Science
  • Economics
  • Geography
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  1. CUST105: Customer Service
  2. Unit 1: The Customer Service Workplace
  3. 1.3: Understanding Customers' Needs and Wants
  4. Consumer Behavior: How People Make Buying Decisions

Consumer Behavior: How People Make Buying Decisions

Completion requirements

Read this chapter, which discusses consumers' decision-making process and examines the situational, personal, psychological, and societal factors that influence their buying decisions.

Click on Consumer Behavior: How People Make Buying Decisions to open the resource.
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Saylor Academy © 2010-2025 except as otherwise noted. Excluding course final exams, content authored by Saylor Academy is available under a Creative Commons Attribution 3.0 Unported license. Third-party materials are the copyright of their respective owners and shared under various licenses. See detailed licensing information. Saylor Academy®, Saylor.org®, and Harnessing Technology to Make Education Free® are trade names of the Constitution Foundation, a 501(c)(3) organization through which our educational activities are conducted.