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Business Strategy Paper

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Submitted By ennovyn
Words 1303
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Running head: MARKETING & CUSTOMER RELATIONSHIP CONCEPT WORKSHEET

Marketing & Customer Relationship Concept Worksheet
University of Phoenix
Dr. Ron Morritt
MBA 570
May 24, 2008

|A: Concept |B: Application of Concept in Scenario |C: Citation of Concept in|D: Personal Experience in your|
| | |Reading |Organization |
|Key external trends such as |The customer research TeraTech |“The social forces of the |Every year Curves solicits |
|Social Forces through the study |commissioned revealed distinct demographic|environment include the |feedback through focus groups, |
|of Demographics |differences between customers who approve |demographic |surveys and face-to-face |
| |of TeraTech’s services and those who do |characteristics of the |interviews in order to find out|
| |not. By using the information it has |population and its values.|what population of women are |
| |acquired, the company can focus corrective|Changes in these forces |interested in Curves but have |
| |action, future product development, and |can have a dramatic impact|not yet joined. The corporate |
| |marketing on the segment that is most at |on marketing strategy” |office then creates an |
| |risk. Based on the research, customers |(Kerin, Hartley, Berkowitz|advertising campaign geared to |
| |with the least satisfaction have been with|& Rudelius, 2005, p. 74). |obtain the largest market share|
|

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