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Slide 1PromotionPromotion Cont…ProductProduct Cont..Customer Relationship Mgt.PriceConsumer Psychology and PricingPlaceGlobal MarketingSocial ResponsibilityQuestionsKyle Allington, Nisha Mistry, Walter Ray, Damon WilsteadPromotion“Ask Dr. Z”New ad campaign aimed at reviving sales and launching new productsFix your problemsAuthority figureLikeable characterCredibilityPromotion Cont…Other goals of campaign:Allow consumers to personally reach Dr. Z. with website: askdrz.comRemind customers that derives its advantages from links to MercedesEx: German EngineeringDream car Sweepstakes- Generate attention:2007 Jeep Wrangler Unlimited SUV2007 Chrysler Sebring2008 Dodge ChallengerProductOffering MixMercedes BenzLeader in luxury marketChryslerDodgeJeepUtilize our Mercedes prestige to generate more sales in these brandsLeverage our success with Mercedes into engineering and innovation of other brandsProduct Cont..New models:Dodge CaliberVersatile, sporty, affordableMarket Challenger- CrossoversDodge Challenger“Return of the muscle car”Market Challenger- American sports carsCustomer Relationship Mgt.Attracting, retaining, and growing customersDon’t go after everybodyUtilize customer development processBuilding LoyaltyAccountable and Reactive MarketingGet auto experts involved with testingOffer incentives on vehicle maintenanceFollow-up with customers after purchasePriceDodge and ChryslerContinue: MercedesPrice is not the issuePrestigeQualityConsumer Psychology and PricingConsumers are forward thinking priceLong term cost vs. Up-front cost HybridsPlaceMove/find suppliers close to the manufacturing plantsCreate inventory management softwareGlobal MarketingHybrid vehiclesNo passenger vehiclesBuses (Orion VII)Trucks (Canter Eco Hybrid)Smart cars for densely populated countriesSocial ResponsibilityFuel from waste timber – GermanyBiodiesel from jatropha plant – IndiaAbaca plant – PhilippinesPOEMA - BrazilQuestionsAsk Dr.


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CSUB MKTG 600 - Promotion

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