This paper compares and contrasts the marketing strategies for promoting fleets versus individual vehicles.
Written in 2002; 1,650 words; 6 sources; MLA; $ 53.95
Paper Summary:
An examination of how advertising campaigns change their focus when promoting individual vehicles over fleets of cars. It shows how individual vehicles are pushed to be seen as status symbols and how one's peers will be envious, while buyers of fleets are looking for mechanical reliability and technical quality.
From the Paper:
"In marketing for individual consumers as opposed to business consumers for fleet sales. It is important that the marketer focuses on several key points. First, marketers must look at the desirability factor. Consumers more often than not, look view automobiles as a status symbol. They want a vehicle that will help them reach a certain status or raise their image in the face of their peers. Traditionally, marketers focus in on how an automobile will help raise the status quo and how others will envy the consumer who decides to buy a particular model. Images of the automobile are sleek, stunning, sexy, fast, and lavish. Even so-called family vehicles are made over to look hip in the automobile industry. The highly demanded sports utility vehicle, which was not intended as a family vehicle at all, has taken the position that the old station wagon held. In fact, in order to keep up with the trend of reaching younger wealthier consumers who are willing to shell out more money for vehicles than some older consumers, automobile makers are creating several new models that will appeal to the younger buyer who would prefer luxury vehicles (Halliday). Consumers are buying lower-end vehicles, but marketers would rather focus on the small segment of consumers with rather expensive taste. This is of the utmost of importance in a tight economy."
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