Launching the BMW Z3 Roadster
1. Distinguish the characteristics of traditional and non-traditional (NT) marketing. Why Jim McDowell is compelled to experiment with NT tools? Note the different ways in which NT campaigns must be managed.
Traditional Marketing: Traditional Marketing is an integrated process, taking a lot of manpower and advertising into the market, so as to achieve the needs of the actual or potential. In the marketing industry, factually, there is not a clear and unified definition of the conception of traditional marketing. From the marketing practices, extraordinarily in this BMW Z3 case, I think traditional marketing means making everybody know the product and the service of BMW, however, it may do not work because the traditional marketing of launching the BMW Z3 Roadster cannot finish the mission and objective. BMW(Bavarian Motor Works), was established as a business entity following a restructuring of the Rapp Motorenwerke aircraft manufacturing firm in 1917. So in people's opinion, BMW has been completely labeled made in Germany, it is so ineradicable for everyone who knows and loves BMW. And the most important and critical mission is to change this cognition. Be undisputed, a wonderful and excellent new product must be produced made in Spartanburg, South Carolina instead of Bavarian as well as a perfect, conviction and effective marketing strategy. And especially in this case, the traditional marketing not only cannot change this perception, the opposite is more deeply rooted, so this cognitive. Non-traditional marketing: Non-traditional (NT) marketing means more original and innovative. And originality means to break the routine. With the development of society and the progress of science and technology, more and more media were developed. Certainly, it also offers firms or manufacturers all kinds of methods to let customs learn their product and service. Then, two opposing things are produced. The first one is force to receive, for...
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