“Porsche: The Cayenne Launch” Case Study 1. Why is Porsche launching the Cayenne product? a. To leverage its brand across a wide range of product categories 2. What are the benefits and risks of the Cayenne launch? a. Risks i. Cayenne would join a competitive and crowded SUV market ii. Potential for new entrants threatens sustainability of Porsche’s sales forecasts iii. Launching a luxury SUV was an expensive bet for Porsche iv. SUVs were under attack in the U.S. by cultural critics v. Potentially
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Marketing as selling has two main concepts‚ which are making profit much as possible and satisfying customer’s need. Before making any profit. A well-managed company is able to identify and specify itself. That includes making targets for its ideal customer. Analysis and strategies help the company in achieving a higher possibility for success in the business. Segmentation methods Segmentation involves diving a broad target market into subset of consumers who have common needs and priorities. A
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individuals & households who buy goods and services for personal consumption. Prof. P.V. Balakrishnan All these consumers make up the consumer market. The central question for marketers is: “How do consumers respond to various marketing efforts the company might use?” 1 CB-2 Value of Customers 1. Lifetime Customer Value Transaction basis a) b) 1. Views each individual interaction as unique Calculate value of transaction Focuses firms’ efforts on retaining most valuable
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2016 Porsche Macan is a luxury crossover SUV that seats five and‚ alongside its versatility‚ offers up engaging and exciting performance. New Macan features this year include standard tri-zone climate control‚ a standard heated steering wheel on the Macan Turbo‚ and an available 360-degree surround-view camera. Looking at a 2016 Porsche Macan Overview will reveal that both the base Macan S and the Macan Turbo are some of the most dynamic performers in the luxury crossover segment. 2016 Porsche Macan
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a survey of employees around the world. When it comes to what motivate staff to give their best at work‚ the following Top 10 motivating factors were identified: Appreciation or recognition for a job well done Being in the know about company matters An understanding attitude from the management Job security Good wages Interesting work Career advancement opportunities Loyalty from management Good working conditions Tactful discipline It seems
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Economic Principle | Marketing Principle | Form Utility | | | | | | | | | | Utility is a term used by economists to describe the measurement of "useful-ness" that a consumer obtains from any good. Utility may measure how much one enjoys a movie‚ or the sense of security one gets from buying a deadbolt. The utility of any object or circumstance can be considered. Some examples include the utility from eating an apple‚ from living in a certain house‚ from voting for a specific candidate
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Company Case: Porsche: Guarding the Old while bringing in the New BACKGROUND Porsche is known to be Europe’s largest automotive retail company‚ plus is consider being one of the market leaders in the global high end automobile industry‚ operating nowadays in more than 20 countries throughout Europe‚ South America and China. The company is mainly owned by the Porsche family. In 1900‚ the world’s first hybrid car was developed by Porsche‚ they created a gas-powered race car and a hybrid
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CBEB 1106 : PRINCIPLES OF MARKETING CASE STUDY : FROM GALLOP TO RUN PREPARED FOR: PROF. DR MD. NOR OTHMAN GROUP MEMBERS: SITI NUR AMIRA BINTI ZAMANI CEA110138 NUR HIDAYAH BINTI ZAINAL SEF080022 INTRODUCTION The Samsung Electronics Group is part of the South Korea’s Samsung Group‚ largest conglomerate corporation founded in 1938. Samsung Group also owns the world’s second largest shipbuilder‚ a major global construction‚ and the largest life insurance company in Korea and it’s headquarter
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• QUESTIONS FOR DISCUSSION 1. As completely as possible‚ sketch the value chain for Netflix from the production of content to viewer. This movie rental company enables customers to get a membership (monthly) in which for less than $10 dollars they get access to movies on DVD in their mail. Still this fee depends on the amount of DVDs the people wants to get. The due-date doesn’t exist; the loan goes as far as the consumer needs it. When returning a DVD there is just a prepaid return envelope
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LECTURE 3 MARKETING ENVIRONMENT Learning Objectives • Describe the environmental forces that affect the company’s ability to serve its customers. • Explain how changes in the demographic and economic environments affect marketing decisions. • Identify the major trends in the firm’s natural and technological environments. • Explain the key changes that occur in the political and cultural environments. • Discuss how companies can react to the marketing environment.
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