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CSUB MKTG 301 - General Motors

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General MotorsProductProduct classificationSlide 4Slide 5Promotional PricingPlace - Channel of DistributionPromotions StrategySlide 9Slide 10General MotorsGeneral MotorsRick GarciaRick Garcia Tashina SainiTashina SainiPardeep SunnerPardeep SunnerProductProductCore benefits – Buying any car model of Core benefits – Buying any car model of GMGMBasic Product – A/C , StereoBasic Product – A/C , StereoExpected Product - Comfortable seat, Air Expected Product - Comfortable seat, Air bagsbagsAugmented Product – DVD entertainment, Augmented Product – DVD entertainment, Heating/Cooling seat, Heating/Cooling seat, Potential Product - Ethanol, HydrogenPotential Product - Ethanol, HydrogenProduct classificationProduct classificationDurable Durable High Profit MarginHigh Profit MarginPersonal sellingPersonal sellingCoupeCoupeSedanSedanTrucksTrucksSUVSUVSportSport/Cargo Van/Cargo VanConvertibleConvertibleChevroletChevrolet3 3 4455773322BuickBuick222211PontiacPontiac3333221133GMCGMC228822SaturnSaturn1122111111HummerHummer1133SAABSAAB551111CadillacCadillac55114422Product LengthProduct Width GM’s present Mix – 82 models (Depth)CoupeCoupeSedanSedanTrucksTrucksSUVSUVSportSport/Cargo Van/Cargo VanConvertibleConvertibleChevroletChevrolet222222222222BuickBuick222211PontiacPontiac2222111122GMCGMC222222SaturnSaturn1122111111HummerHummer1122SAABSAAB221111CadillacCadillac221122Product LengthProduct Width After eliminating – 50 models (Depth)Promotional PricingPromotional PricingSpecial Event PricingSpecial Event PricingCash RebateCash RebateLow-Interest FinancingLow-Interest FinancingLonger Payment TermsLonger Payment TermsWarranties & Service ContractsWarranties & Service ContractsPsychological DiscountingPsychological DiscountingPlace - Channel of DistributionPlace - Channel of Distribution Dealership Outlets Dealership Outlets Selective DistributionSelective DistributionOne Level Channel One Level Channel Manufacturer (GM)Manufacturer (GM)Retailers (Dealerships)Retailers (Dealerships)Consumer ConsumerPromotions StrategyPromotions StrategyAdvertisingAdvertisingCommercials (customer generated, celebrities)Commercials (customer generated, celebrities)Toys (Happy Meals)Toys (Happy Meals)Video GamesVideo GamesSales PromotionSales PromotionDiscount Programs (cash incentives, 0% financing)Discount Programs (cash incentives, 0% financing)EventsEventsCar Shows (NAIAS, NYAS)Car Shows (NAIAS, NYAS)For Women For WomenPromotions StrategyPromotions StrategyPublic RelationsPublic RelationsPress conferences/releases (NAIAS 2006)Press conferences/releases (NAIAS 2006)Website (FastLane GM Blog)Website (FastLane GM Blog)Direct MarketingDirect MarketingDirect Mail (Saturn 2007 models)Direct Mail (Saturn 2007 models)Sponsorships (Survivor Finale on-demand)Sponsorships (Survivor Finale on-demand)Website (GM.com)Website (GM.com)Any Questions?Any


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CSUB MKTG 301 - General Motors

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