Customer Buying Behaivor Concept

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�PAGE �1� �PAGE � Customer Buying Behavior Concepts � PAGE �1�

Customer Buying Behavior Concept Worksheet

Ramona Pullin

University of Phoenix


Customer Buying Behavior Concepts Worksheet


Application of Concept in the Scenario and/or Simulation

Reference to Concept in Reading

Environmental Scanning

Sam Smith is concerned about customer acquisition and retention. He has tried to avoid losing a client, but he is not sure whether or not all clients should be treated the same. (University of Phoenix, 2006) Sam needs to have an awareness of the marketing environment and how that environment relates to his clients and potential clients. Environmental scanning will help SSC develop understanding of the internal and external environment needed to determine whether their business needs are in sync with the availability and competency of the workforce. (University of Phoenix, 2006)

"Changes in the marketing environment are a source of opportunities and threats to be managed. The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called "Environmental Scanning (Kerin, Hartley, Berkowitz, Rudely, p.72)".

Barrier to Entry

Sam is not questioning whether or not the cost in term of time money and resource allocation was worth the result. The web business has become more competitive with more companies competing for customers. SSC is finding that it is becoming more difficult to attract new customers and retain existing customers. (University of Phoenix, 2006)

"In considering the competition, a firm must assess the likelihood of new entrants. Additional produces increase industry capacity and tend to lower prices. A company scanning its environments must consider the possibility of barriers to entry (Kerin, Hartley, Berkowitz, Rudelius, p.87)".

Economic Forces

The management team sees an increase in competition from the larger companies, but the team believes...