The document discusses the 5 phases of consumer decision making: need awareness, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It explains how marketers can influence consumers at each stage, such as creating need awareness through advertising or conversations, ensuring information is available online for the information search phase, emphasizing value and advantages compared to competitors during evaluation, and following up after purchase through surveys or calls. The key is understanding consumer needs and concerns at each step of the process in order to guide them towards purchasing.