end user

Quick Reference

The person who actually uses a product and service. The end user is not necessarily always the customer. For example, end users include children who are bought toys and clothes by their parents, or business users who have their equipment and services bought for them by their company purchasing departments. End users always certainly influence the purchasing decision, even if they do not always make it themselves. This is an important element for marketers to understand as they segment their markets and target their campaigns.

Subjects: Marketing.

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