EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461434
Author: Armstrong
Publisher: YUZU
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Question
Chapter 18, Problem 18.4DQ
Summary Introduction
To discuss: The market nicher and the risk and strategies related to its competitive position.
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Part 1
Identify a product and create a tree diagram to identify and display segmentation. Develop a diagram (see example provided), Identify segmentation for a specific product.
General Motors buys engines for use in its vehicles from BorgWarner, which in turn buys many of the vehicles it needs from GM. This is an example of:
Question 20Select one:
a.
nested demand.
b.
derived demand.
c.
reciprocity.
d.
elastic demand.
e.
circular buying.
Looking for some insight on a scenario involving a car company that sells a full range of vehicles—from large trucks and luxury SUVs to economy cars and hybrids. Recently, there’s been a noticeable shift in consumer buying habits, and management is interested in developing a system to track early trends in the marketing environment.
The goal is to explore two of the following areas:
Key variables in the marketing environment that should be monitored to help recognize and predict trends.
The importance of tracking these specific variables over time.
Effective methods for monitoring these trends.
How marketing research can help reveal how consumer perceptions of these trends influence vehicle choices.
Open to hearing thoughts or approaches on any two of these points.
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