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The motor car retail industry is one that is always facing numerous challenges. For car dealer businesses to survive, they must clearly demonstrate to consumers that they represent the best possible channel for the acquisition and maintenance of consumers' motoring needs. They must also demonstrate to manufacturers that they are the best route for them to sell their cars.
The consumption of motoring is delivered by the interaction between the following three main players:
- Consumers have a demand for mobility, at a cost which maximizes value in their perception.
- Manufacturers wish to generate shareholder value by designing, producing and marketing new cars. Greater customer loyalty is also a goal that manufacturers seek.
- Dealers wish to generate value by being the distribution channel for new cars between manufacturers in one location to consumers in another location.
(a) What aspects of a firm's relationships is illustrated in the example above? What other relationships should the firms at the manufacturers and dealers level consider?
(b) How will the manufacturers "achieve customer loyalty"?
(c) How will the dealers "generate value" in this chain?
Value and Satisfaction Customer value: it is the difference between the values that the customer achieves from owning and by using a product and the costs of getting the produ
New product development: once a company has carefully segmented the market, chosen its target customers, identified their needs, and determined its market positioning, it is bette
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Advantages of the middleman: 1. Easy to understand the needs and wants to consumers: use of the brand makes it very easy for the middleman to understand the needs, want
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Product item: product item means a specific product of the certain specifications and may be distinguish from the other product, or brands. A particular brand of a product is a pr
Disadvantages of the direct marketing: May be seen as competing with existing intermedaies: may upset marketing intermediaries as sales through the direct marketing may be ta
how do the vals influence marketing
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