Abstract

LOAIZA TORRES, José Santos. From the life cycle of the product to the client's life cycle:: An approach to a theoretical construction of the customer's life cycle. Investigación y Negocios [online]. 2018, vol.11, n.18, pp.100-110. ISSN 2521-2737.

Abstract Based on the life cycle of living beings, the marketing has developed models to explain the behavior or life of products in the market, the model proposed by Levitt has been studied and is still valid among scholars and decision makers of marketing, the model of the life cycle of the product shows that the natural phases or stages through which a product transits in the market are: introduction, growth, maturity and decline; although there may be products that do not necessarily follow all these phases. Subsequently, different proposals have emerged about the life cycle model of the client, and trying to make an approximation to the stages or phases of the life cycle of the client these are: acquisition, conversion, growth, retention and reactivation. The usefulness for marketers to identify the phases of the life cycle of the client is that it allows designing strategies and making better marketing decisions in order to maximize value and obtain greater profiíabiliíy for the company based on satisfying the needs and expectations of the client.

Keywords : Model; life cycle; product; customer.

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