This includes broad issues such as the seasonality of the firm’s products and the variability in purchasing activity caused by promotional events or budgetary constraints.•Why (and How) Do Customers Select Our Products?—The “why” question involves identifying the basic need-satisfying benefits provided by the firm’s products. The potential benefits provided by the features of competing products should also be analyzed. The “how” part of this question refers to the means of payment that customers use when making a purchase.•Why Do Potential Customers Not Purchase Our Products?—An important part of customer analysis is the realization that many potential customers choose not to purchase the firm’s products. There are many potential reasons why customers might not purchase a firm’s products.This analysis is vital because the information can be used to identify and select specific target markets for the revised marketing strategy. The firm should target those customer segments where it can create and maintain a sustainable advantage over its competition.DIF:Difficulty: ModerateNAT:BUSPROG: AnalyticSTA:DISC: ResearchTOP:A-Head: The Customer EnvironmentKEY:Bloom's: Comprehension3.Identify and discuss at least five reasons why potential customers do not purchase a firm’s goods or services. For each reason, discuss ways that the firm can overcome the resistance of noncustomers.
DIF:Difficulty: ChallengingNAT:BUSPROG: AnalyticSTA:DISC: ResearchTOP:A-Head: The Customer EnvironmentKEY:Bloom's: Evaluation4.Discuss the role of corporate affairs in the analysis of the external environment. What types of activities are conducted by corporate affairs specialists?ANS:The external environment encompasses a wide array of important factors that must be analyzed carefully before developing the marketing plan. These issues are so important that most firms have specialists on staff to track emerging trends and develop strategies for dealing with external concerns. These specialists are typically housed in corporate affairs departments.
You've reached the end of your free preview.
Want to read all 9 pages?
- Spring '14
- Marketing, external environment, Difficulty