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ANSWERS OF QUESTIONS FOR DISCUSSION
1)Analyze the buyer decision process of a traditional Porsche customer. We have five steps in marketing decision making process which are; 1) Need Recognition
2) Information Search
3) Alternative Evaluation
4) Purchase Decision
5) Post-purchase Behavior
Generally,first three steps of marketing decision making process are considered when a customer face a new or complex purchase situation.However in our case, Porsche is already known by its customer well and has high reputation among customers that’s why Porsche’s customers skip first three steps and goes on with forth step and fifth one, post-purchase behavior, so on.
2)Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer.
Firstly, it would be better emphasizing basic differences of these two models from usual Porsche models. Cayenne is a mid-sized crossover model with 5 seats and 5 doors sport utility vehicle. Panamera is a full sized luxury car with 5 doors fastback. Those differences make changes in marketing decision making process. At that time, first three steps are not skipped. The first step is still same for both customer groups however, although the traditional Porsche customers skips the second step since they already know the information about Porsche cars, Cayenne and Panamera customers make information search while they are prefering those new models since they have slight different features. Then the third step is again skipped because for both customer groups, Porsche is the one and only car with the exclusivity and high distinctive. Lastly, forth and last steps are sam efor both customer groups.
3)Which concept in the chapter explains why Porsche sold so many lower-priced models in the 1970s and 1980s ?
Porsche had differentiated ist products so the buyer’s decision process is also becomes different...
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