CAOT 31 Lecture Notes - Lecture 12: Social Class, Customer Retention, Zalando

• School: LACC
• Department: Computer Applications Office Technology
• Course: CAOT 31
• Professor: Jamie

Document Summary

Unit goal: have an understanding of the importance of taking a consumer perspective in marketing they know how to define, analyse and describe profiles of target groups they can explain how to turn consumers into loyal customers. 20th century: strong production orientation 21st century: consumer orientation. Customisation: combines operationally driven mass customisation with customised marketing in a way that empowers consumers to design the product and service offering of their choice. Reasons for the transitioning from sellers" to buyers" markets: More demanding customers ( you have to knoe what they want) Increase of choices for customers (throu the internet) Fragmented market segments (market is more specific) Consumer behaviour: is the study of how individuals or groups buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. " Within a class, people tend to behave alike ) Individual level (sociodemographic factors, such as age, education , income >