How does understanding customers and their behaviour shape marketing practice?

B206 Open University. TMA01

For question 1 you need to consider how an understanding of customers and their behaviour influences marketing practice. Some useful concepts and theory include:

• The principles of Service Dominant Logic and Customer Experience Management to discuss how understanding customers support co-production and co-creation. You can also address the activation of consumers from passive recipients of products and services to sophisticated, active actors (Block 1, Week 1).
• The evolution of marketing in relation to customer buying behaviour (e.g. growing urban population, technological advances) as well as the development of department stores and shopping malls as sites for consumer behaviour (Block 1, Week 2).
• The importance of continuous skill development for marketers when trying to understand customer behaviour (Block 1, Week 4)