Downtown Dealership- An Effective Marketing Mix
Introduction
Organizations face many challenges before introducing a product or service to the buying public. To assist organizations in determining what product or service to introduce to the marketplace, a marketing mix formula must be followed. Successful organizational products’ follow the four main elements of the marketing mix, the four P’s: product, place, price, and promotion. In some instances, due to the shift from products to service solutions business strategy, the four P’s may be substituted by relevance, response, relationships, and results, the four R’s (English, 2000, p.21, ¶2). More than just advertising, marketing is the procedure that answers the questions of what the needs, wants, fears, and desires of ones target consumers are.
Effective marketing is based on understanding a specific audience or consumer segment. Organizations can identify segments based on “the attitudes, beliefs, opinions, and values surrounding their decision not to obtain” a product or service (John and Cheney, 2008, p.67, ¶1). Instead of focusing solely on differences, organizations need to focus on customers grouped by commonalities, with services customized for each group” (Teo, Srivastava, and Ho, 2006, p.109, Executive Summary).As a result, this paper will focus on how Downtown Dealership, a General Motors dealership, in the automobile industry uses the individual components of product, place, price, and promotion as an effective marketing strategy
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Product
- Place
- Promotion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper examines the marketing strategies employed by Downtown Dealership, a General Motors dealership, focusing on how the dealership utilizes the four Ps of marketing – product, place, price, and promotion – to achieve success in the automotive industry.
- The Importance of Understanding Target Consumer Needs and Wants
- The Role of Product Differentiation and Quality in Customer Satisfaction
- The Impact of Distribution Channels and Location on Customer Convenience
- The Use of Traditional and Digital Marketing Strategies to Reach Customers
- The Significance of Community Engagement and Customer Relationships
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction
This chapter introduces the concept of the marketing mix and its four Ps: product, place, price, and promotion. It emphasizes the importance of understanding target consumer needs and wants in developing effective marketing strategies.
Product
This chapter discusses the product element of the marketing mix, highlighting the importance of having the right product, at the right price, at the right time. It examines how Downtown Dealership uses its product offerings, including new and used vehicles, to cater to specific market segments.
Place
This chapter explores the place or distribution element of the marketing mix, focusing on how Downtown Dealership ensures convenient access to its products. It describes the dealership's distribution system and its efforts to stay in communication with customers.
Promotion
This chapter examines the promotion element of the marketing mix, highlighting how Downtown Dealership uses various marketing channels, including traditional advertising, online marketing, and community engagement, to reach customers. It emphasizes the role of personal selling and customer relationships in the dealership's success.
Schlüsselwörter (Keywords)
The key terms and concepts central to this paper include marketing mix, four Ps, product differentiation, customer needs, distribution channels, promotion strategies, community engagement, and customer relationships. The paper also explores the use of digital marketing, including websites and online advertising, in the automotive industry.
- Citation du texte
- James Tallant (Auteur), 2009, Downtown Dealership - An Effective Marketing Mix, Munich, GRIN Verlag, https://www.grin.com/document/167346
