Task 3 – Understand the role of customer behaviour in marketing strategies.

Your next task is to prepare a section of an information file to be used by future participants in the FLDP. You are responsible for the section on Strategic Marketing; the finished section will be reviewed by the CEO.

The information file should:

analyse the role of marketing research process and its relationship to consumer behaviour

explain the different types of consumers and their behaviour in B2B and B2C markets and factors underpinning customer loyalty.

evaluate the role of relationship marketing in customer behaviour analysis.