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Topic 2

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8 views

Topic 2

Uploaded by

Marina Ivannikova
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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TOPIC 2.

The Consumer Behavior


Management in the Distribution
Policy

• Marketing Distribution Policy


PLAN
1. Model of Consumer Behavior
2. The Buyer Decision Process
1. Model of Consumer Behavior
Figure 1. The “black box” model
Figure 2. Simplified model of consumer buying behavior
Figure 3. Maslow’s hierarchy needs
Figure 4. Factors influencing consumer behavior
CUSTOMERS

Frontline people
Top
management Middle
management
Middle
Top
management
management

Frontline people

CUSTOMERS

Figure 5. Traditional Organization versus Modern Customer-Oriented


Company Organization
2. The Buyer Decision Process
Figure 6. Organizational buying process
Figure 7. Influences on organizational buying
Figure 6. Knowledge of consumer behavior facilitates
development of successful marketing strategies
Customer relationship management (CRM) is
the process of carefully managing detailed
information about individual customers and all
customer “touch points” to maximize loyalty.

Cultivating Customer Measuring Customer


Relationships Lifetime Value

Figure 7. Connecting with Customer

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