In the America, it doesn’t matter how rich or poor people are, there is one product that any household has to have at least one. It is a car. In fact, cars have played an extremely important role in American society. A car wasn’t invented like other machinery, but it was the accumulation of many levels of invention and a combination of many scientific discoveries. Cars’ origin was in Europe by the French and the German and Paris and named by the Paris Academy of Sciences. But automobile industry brilliantly grew in America, and Henry Ford with “the Model T and assembly line” made an unprecedented economic revolution in the world history. He transformed the economic and social fabric of American society in the 20th century. From that time, car industry kept growing and changed in different period of time. Many car companies came out and grew very fast. Nowadays, consumers have many choices in purchasing. To possess a car is not only a need, but also a hobby of people who want to own luxury cars. Therefore, so many car companies with different car models and prices are in the market for consumers to choose. Also, people from upper classes, middle classes or lower classes and from different cultures, characteristics or marital status tend to choose different kind of car to use. The car industry is very competitive with promotion, pricing, warranty, and customer service…etc. It is not hard to find a car that is suitable for a consumer, and there are 3 cars I have noticed in the market: Toyota Prius, Honda Fit and Audi A8 for 2012.
2012 TOYOTA PRIUS
The Toyota Prius is a full hybrid electric mid-size hatchback, formerly a compact sedan developed and manufactured by the Toyota Motor Corporation. Its MSRP starts at $23,015. The EPA and California Air Resources Board rate the Prius as among the cleanest vehicles sold in the United States based on smog-forming emissions. The Prius is sold in almost 80 countries and regions; its largest markets are the United States, Japan, and Europe. Cumulative sales of 1 million Prii were achieved in the U.S. by early April 2011, and Japan reached the 1 million mark in August 2011. The Prius family reached global cumulative sales of 3.3 million units through October 2012, representing 71.5% of Toyota Motor Company hybrid sales of 4.6 million Lexus and Toyota units sold worldwide since 1997. 2012 HONDA FIT
The Fit is Honda’s 5-door subcompact hatchback, which was redesigned for 2009. It has struck a chord with buyers because it is not only economical, but also sporty and fun to drive. Honda marketed it as “Small is the New Big”, and it was introduced in 2001 as the first generation. The 2nd generation was introduced since 2008. The 2012 Honda Fit has won AutoPacific’s Ideal Vehicle Award. As part of the national survey, owners raved that the Fit has ideal characteristics, like exterior size, driver’s-seat visibility and cargo space. The MPSR for 2012 Honda Fit is $15,325.
2012 AUDI A8
The Audi A8 is a four-door, full-size, luxury sedan car manufactured and marketed by the German automaker Audi since 1994. Succeeding the Audi V8, and now in its third generation, the A8 has been offered with both front- or permanent all-wheel drive—and in short- and long-wheelbase variants. It is based on the Volkswagen Group MLB platform and retains the Audi Space Frame aluminum construction of the previous A8, making it the lightest all-wheel drive car in the full-size luxury segment, while also giving it best-in-class fuel economy. The MSRP starts from $78,750. SEGMENTATION VARIABLES
To avoid lost sales or missed profit opportunities, the marketers carefully use segmentation bases, or variables to divide a total market into segments. They have to identify bases that will produce substantial, measurable, and accessible segment. By following characteristics such as: geographic, demographics, psychographics, benefits sought, and usage rate, the marketers segment market easier. Although Toyota Prius,...
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