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Development of marketing mechanisms to attract and retain customers

Student: Marty`nova Anastasiya

Supervisor: Sergey Shkarovsky

Faculty: Faculty of Management

Educational Programme: Bachelor

Year of Graduation: 2014

The topic of the present study is intended to cover questions concerning development of marketing mechanisms to attract and retain customers. The purpose of this work is to examine the processes based on various known theories and methods and combine them into a single study, which consists of two parts: theoretical and practical. The theoretical part includes basic marketing theory and methods of influencing the attraction and retention of customers, such as the theory of the marketing mix, motivation and loyalty, as well as certain mechanisms described in the work. In the practical part is taken as the basis the working experience in the Russian small size company the exclusive importer of pet products. Activity of the firm was scrutiny subjected on the basis of practical experience and studied theoretical framework. In the study were used the results of practice, as well as a survey, the data of which are described in investigation, the questionnaire is shown in the appendix.The main results obtained in the work can be considered as, first, understanding that the topic of marketing mechanisms directly associated with many theories, and, therefore, is very extensive and cannot be considered fully in this study. Secondly, it is clear that paying attention to attracting and retaining customers, we cannot forget about the employees who directly affect consumers, for example by creating or not creating a friendly atmosphere in which it would be nice and they would like to come again. Thus, properly structured approach to employee forms his satisfaction from the workflow, and, consequently, increases the number of loyal customers. Another important factor influencing employee is motivation to some extent it is a previous stage of loyalty. Motivation, as well as loyalty, is considered by the consumer and by the employee. In this case, the positive attitude of the worker to the company leads to the same opinion of the client.This study demonstrates the various mechanisms to attract and retain customers and has the prospect of future development.

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