Marketing And Customer Worksheet
A: Concept B: Application of Concept in Scenario C: Citation of Concept in Reading D: Personal Experience in your Organization
Environmental Scanning
• Competitive Forces
Jack asked to do a study to see if problems customers were having with the CRM product were related to competitive issues like revealing other similar products. “Competition refers to the alternative firms that could provide a product to satisfy a specific market’s needs” (Kerin, Hartley, Berkowitz, & Rudelius, Ch. 3). I work for an optometrist, and we do environmental scanning by identifying and interpreting the new trends in frames and competing with other optical retails. Sales are up when we have trendy frames in the office and in order to compete with Lens Crafters we have to carry trendy product.
Purchase decision process
Tera Tech needs to concentrate on their customer’s decision process. If they know what their customer and the pharmaceutical industry is demanding then they would be able to maintain their leadership in the marketplace. “Behind the visible act of making a purchase lies an important decision process that must be investigated. The stages a buyer passes through in making choices about which products and services to buy is the purchase decision process. This process has five stages (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) post purchase behavior” (Kerin, Hartley, Berkowitz, & Rudelius, Ch. 5). When a customer is purchasing glasses from our office we follow the decision process by asking what their problem is and what are their hobbies. By knowing the answer to those questions we know what size, shape, and weight of glasses a patient would best fit in. For example, a golfer would want to be fitted with a golfer sunglass bifocal which can help them read their score card and keep the sun out.
Selective Comprehension
Tera Tech...
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