A customer is an individual, household or organization that buys a product.
Sellers often distinguish between end users and resellers, both of which are customers.
A customer of services is also referred to as a client.
A customer who repeatedly purchases on a predetermined schedule is also referred to as a subscriber.
The American Marketing Association’s widely cited historical definition of customer includes “prospective purchasers.”  Today, these are more commonly referred to as prospects.
Customer lifetime value
Customer value propositions
- Common Language in Marketing Project, 2022.
- American Marketing Association, AMA Dictionary.