E-Commerce Marketing

Paper Summary:

This paper discusses the Ford Escape Hybrid which is powered by a combination of a gasoline engine and an electric motor. This paper revolves around Ford's use of the internet as both a marketing device and a sales channel for a unique product that doesn't necessarily appeal to an entire segment of the market but, rather, appeals to portions of several market segments.

From the Paper:

"E-Commerce Competitive Marketing Planning The Ford Escape Hybrid is a unique vehicle that Ford is using to appeal to various segments of the automotive market. As a small sports utility vehicle (SUV), the Escape has traditionally appealed to a young, professional demographic that is just entering the market for SUVs and for whom the Escape SUV may be their first new car purchase. An additional market segment that the Escape is targeted to appeal to is an older demographic for whom the Escape is a second, or in some cases a third vehicle. Finally, the Escape Hybrid trumps some of these classical categorical definitions of markets and market segments because as a unique product, the Escape Hybrid actually as some marketing appeal to all market segments for buyers who are seeking market options where gas mileage, environmental consciousness, and individual branding are primary considerations (Forward, 2004))."

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