The document discusses postmodern marketing and customers. It talks about how marketing has shifted from focusing on the physical and objective qualities of products to the conceptual and subjective aspects from the customer's perspective. It lists some characteristics of postmodern customers as making identity through products, individualism, non-loyalty, and expecting more profit. The document also outlines aspects of a postmodern marketing mix and how postmodern customers pay for the symbolic value of products and services rather than just their material qualities.

1. Amir NikKhah

2. Human-Centered Materialism Rationalism

3. Customer Loyalty

4. Did Apple use Kotler’s idea about Customer Loyalty?

5. RATIONALISM
MATERIALISM
POSITIVISM
INTELLECTUALISM

6. Friedrich Wilhelm Nietzsche
Jean-François Lyotard
Jacques Derrida Paul Michel Foucault
Martin Heidegger

8. DIFFERENT CUSTOMERS & DIFFERENT PERCEPTIONS
OBJECTIVE PRODECTS  SUBJECTIVE PRODUCTS

9. PISYCAL ASPECTS OF PRODUCTS  CONCEPTUAL ASPECTS OF PRODUCTS
CONSUMPTION > PRODUCT

10. INTELLECTUAL ROOTS OF POSTMODERN MARKETING
HYPER REALITY
FRAGMENTATION
REVERSAL OF PRODUCTION AND CONSUMPTION
DECENTRALIZATION OF CUSTOMER
JUXTAPOSITIONS OF OPPOSITES
LOSS OF COMMITMENT

11. SYMBOLS
INSTEED OF
REAL FACE OF PRODUCTS AND SERVICES

12. SPECIFICATIONS OF POSTMODERN CUSTOMERS
1) Making Identity by the Used Products or Services
2) Individualism
3) Freedom in Selection
4) Expecting Speed in Action and Responsibility
5) Non-Loyalty
6) Information-Centered
7) Expecting More Profit
8) Diverse Ways of Living with Discordant Value Systems

13. POSTMODERN MARKETING MIX
1) Product Proliferation
2) Antithesis in Price
3) Presence in Salesroom
4) Participating in Advertisement of Product or Service

14. POSTMODERN CUSTOMERS PAY MONY FOR SYMBOLIC VALUE OF PRODUCTS OR SERVICES