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Concepts of the marketing mix
Merits and demerits of marketing mix
Merits and demerits of marketing mix
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Market Segmentation, Positioning and targeting for BMW
1.1 Introduction
This report aims to examine the market segmentation, positioning and
targeting of BMW (automobile company). BMW will be examined giving
information about the company and where it is now and any
recommendations that we feel are appropriate.
1.2 BMW Company Profile
BMW was formed in 1917, from the merger of two small aero engine
makers. Their famous blue and white symbol stems from the colours of
the Bavarian Luftwaffe and is said to resemble the view of the one of
their plane through a propeller.
BMW is renowned for its sporty, sophisticated & luxury image which has
been built up since the 1970's with many motor sport victories ranging
from Touring Car to Formula 1.
BMW Group's worldwide mission statement is: "To be the most
successful premium manufacturer in the industry."[1]
1.3 BMW's Marketing Mix
To examine BMW we must first look at the marketing mix. A company's
marketing mix is made up of four main points these are Price, Product,
Promotion and Place. Through these points we can examine the specifics
of a company to gain an insight into their segmentation, targeting and
positioning.
1.4 Product
The products produced by BMW are prestigious, high performance,
technologically advanced automobiles. These start from mid-range cars
up to the most prestigious and luxurious.
The present models are:
BMW 3 Series - Saloon, Coupe, Convertible, Touring, Compact
-----------------------------------------------------------
BMW 5 Series - Saloon, Touring
BMW 7 Series – Saloon
BMW Z3 - Roadster
BMW Z4 - Roadster
BMW Z8 - Roadster
BMW X5 - 4WD
BMW M - M5, M3 Coupe, M3 Convertible, M Roadster, M Coupe
Mini Cooper - an independent brand within the BMW Group[2]
1.5 Price
BMW price ranges are from $17,000 to $80,000. There are many options
that affect their car prices such as engine size, equipment levels and
motor sport versions. This means you can purchase a base model (which
is the cheapest) and then add options which may cost as much as
?20,000 more per car.
Examples of price:
Model
-----
Lowest Price. Highest Price cc:
BMW 3 Series ?16,265 ?32,870
BMW 5 Series. ?23,540 ?42,010
BMW 7 Series ?52,750e ce. ?60,000
BMW Z3 ?
...ports Illustrated cover photo of a pit bull (Pit Bull Rescue Central, "Breed Information”). Dog fighting made a comeback during the 1980s and the pit bull became the favorite macho dog for dog fighters. The dogs were trained to kill or be killed. Pit bulls were also the preferred guard dog for gangs, thugs and criminals. Since the supporters and detractors of pit bulls hold such disparate opinions regarding the ferocity of the breeds, it is only hoped that further discussion and education will help resolve the sad fate that awaits these unfortunate animals. Simply placing all the blame on the breeds will not solve the problems of dog fighting, overbreeding, aggressive training, and excessive euthanizations. Lastly, the biased, sensationalistic publicity of horrific dog attacks which has destroyed the reputation of the once beloved All American Dog must cease.
One reason people are so frightened of pitbulls is for their roles in street gangs. They are often used as what law enforcement has begun to deem,
Pit bulls are the most missunderstood animals.I have a bully pit bull terrier his name is Uno because he was the only one to survive out of all his brothers and sisters.My dog never bit anyone in his life because I dont treat him bad or teach him bad stuff.Pit bulls are nice dogs to have,They are protective dogs, and theres no such thing as a bad dog.
Pit bulls are adorable dogs who do not mean any harm. Some cities and dog shelters have banned pit bulls, for being to aggressive. Pit bulls are aggressive or defend themselves when they feel threatened. The way a pit bull acts is based on how its owner treats them, or trains them to behave. If a pit bull is raised in a bad environment, and encouraged with bad behavior, pit bulls might not like to be around other people, and could feel threatened. Some owners even train their dogs (mostly pit bulls but could be different breads too) to fight against other dogs. If a dog has been raised like this, people can not expect a dog to have good behavior around others. If pit bulls are treated nicely and put into a healthy environment, they can be one
Treating them as such, providing them with the care, training and supervision they require, and judging them by their actions and not by their DNA or their physical appearance is the best way to ensure that dogs and people can continue to share safe and happy lives together.(ASPCA) Well publicized attacks on people by dogs identified by pit bulls led to the passing of legislation in some jurisdictions banning or restricting the keeping of the breeds.(Brittanica) Like John Wayne in The Quiet man, this mutt wont start a fight.(Kilcommons, Brian, and Michael Capuzzo.) Despite their reputation, pits are not nasty dogs by any means.(Kilcommons, Brian, and Michael Capuzzo.)The reality is that dogs of many breeds can be selectively bred or trained to develop aggressive traits. Therefore the responsible ownership of any dog requires a commitment to proper socialization, humane training and conscientious supervision. Despite our best efforts, there will always be dogs of various breeds that are simply too dangerous to live safely in society. We can effectively address the danger posed by these dogs by supporting the passage and vigorous enforcement of laws that focus, not on breed,
The Concept of Market Segmentation The assistant to the Manager of the marketing department of Dyson have been asked to write a report that describes the concept of market segmentation with suggestion on how Dyson could segment its markets, an outline of the new product development process along with suggestions of how Dyson should apply these stages and concluding with an explanation of how Dyson can perform their marketing control. Procedure = == == ==
Segmentation, targeting and positioning are interrelated activities which are important to achieving a successful Marketing Mix. Discuss these concepts in theory and give practical examples of how they can be applied to one industry of your choice
Nowadays, Segmentation, Targeting and Positioning (STP) is the most used strategic way in Marketing. It is the prime of the available methods that are applied to create marketing models in practice. This model is beneficial when making marketing communication plans because it aids marketers to prioritize ideas and thereby create and advertise unique and appropriate slogans to communicate with various segments this is a segment based strategy rather than a product based strategy. This strategy enables to communicate more appropriate messages to product appealing segments.
A common stereotype of “pit bulls are vicious animals” used as an excuse for why parents will not allow their children to go over to a pit bull owning person’s house to play with other children. In recent times the pit bull has received a bad reputation from the media due to dog fighting cases and false stories. During both world wars the American Pit Bull Terrier was used for many military propaganda posters because of its powerful and loyal characteristics as well as held officer positions in the military. Many households, such as my own, find the breed to be the best pets for their families because Pit Bulls are very protective and loving dogs. Even though Pit bulls can have an aggressive behavior if not trained properly, I believe the American
Another important differentiation strategy that BMW has incorporated is the establishment of links between the customers and the company. Over the years, the company has created a servicing segment that ensures that contact between the company and the customer continues even after the initial vehicle purchase.
... a cola option that is “guilt free”. They also push the fact that it tastes the same as regular Pepsi telling them they don’t have to sacrifice taste for lower calories like most diet products. The target women is in her 20’s and 30’s single, dating age so she watches her weight. Diet Pepsi is a great option for her at the bar as well. She is middle class to upper middle class in a city, and she has no children. She dates a lot and is outgoing, she drinks and eats diet products because like all women her age she wants to look good and dreads going up a pants size.
Mercedes Benz is a German car manufacturer known for being “the best or nothing,” their slogan represents not only their line of luxury vehicles but also their business. Mercedes has always had a successful reputation for magazine ads, hence this one. Latest from the advertising team, the cover shows off the new 2017 Mercedes-Benz E-Class. Packed with all new advanced safety features such as self-braking, self-correcting, and self-parking. The ad showcases not only the exterior of the car but also the lavish interior. This technique quickly grabs the reader’s attention and achieves its purpose of informing consumers of “the future of transportation.”
In this case, why consumer chose Porsche among so many other brands? Porsche buyers not only treat their car as a transportation which convenient them, they also subsequently set criterion on their car while other car buyers evaluate alternatives based on specification which satisfy practical needs. For instance, saving petrol, eco-friendly, maintenance costs and others. To the buyers who want to purchase Porsche, they takes a gander at different thing such as the sound produced by the car, the speed, design, horse power and so on. They felt that car is something for them to be enjoyed and to be delighted with. The potential customer will look for options from other brands or different types or Porsche cars that are compatible to suit their taste, desires or
As they start their second century of business, they are now in a position to appeal to the widest range of potential customers. Each of their automotive brands has a unique personality and holds a distinct place in the Ford Motor Company family. Vehicle Brands Ford Lincoln Mercury Mazda Volvo Jaguar Land Rover Aston Martin AUTOMOTIVE SERVICE BRANDS Introduction Marketing orientation has become common in companies that make things for individual customers. It remains rare in heavy industry that produces steel, coal, oil, and paper, where the immediate consumers are other businesses. The transition from the production orientation to the marketing orientation is still ongoing.
Do we need to segment the Market? Market segmentation is one of the oldest marketing tricks in the books. A company cannot devise a market strategy without market segmentation. Market segmentation is an important basis of many successful marketing strategies. Choosing the right segments helps tailor the marketing mix to the customers need. Therefore, it helps to invest marketing spending more effectively. When it comes to the customers all kinds of information have been used in segmenting markets. (Recklies, 2016) For most customers, their attributes are easily identified. The marketing segmentation is the process of breaking down the intended product market into manageable groups; it can be broken down by demographic, geographic, psychographic,