Product Marketing Element in the Luxury Car Industry

Product Marketing Element in the Luxury Car Industry Preface This essay discusses the role of product (a marketing element) in the luxury car industry. Various frameworks of strategic marketing management are reviewed and applied to the context of the luxury car industry. The essay argues that product decisions should not be done in isolation, as they are rather complex concepts that transcends the physical products itself, so a comprehensive approach is necessary during the strategic marketing process. Many of the business functions, including but not limited to marketing, have received strategic relevance in contemporary business discussions (Olson et al. 2005). This means that marketing is viewed (i.e. strategic marketing) as a strategically important component in business decisions in order to better reach and satisfy customers and to improve organisational performance (e.g. productivity and profit). Therefore, marketing should not be considered as a distinct business function that is only involved in promoting the product and sensing customer needs (Caru, 2008). In reality, strategic marketing closely collaborates with other functions to effectively differentiate from competing firms in a particular market by answering three rudimentary questions, which are where, and how the organisation should compete. This means that if strategic marketing is applied, it is well probable that strategic planning will have a close and an intensive dialogue with the marketing department (Smith et al. 1999). This essay intends to critically analyse the role of the product marketing mix in the luxury car industry. The reason why the product marketing mix was chosen is that this element plays an elevated role for those industries where there is a physical product sold (Trott, 2011). This does not mean that in other more service orientated industries (such as the banking and financial sector) the product mix have a lower role, however, marketing managers may want to focus more on other elements of the marketing mix to deliver an enhanced customer experience. Generally speaking, the key criterion for product is that it must satisfy existing or emerging customer needs in competitive markets, so organisations must place an extra emphasis on communicating why their products are superior to that of their competitors (Grà ¶nroos, 1997). This could be particularly true in the luxury car market industry where the competition between existing brands could be intensive. Short overview of the industry and its trends First and foremost, a key distinctive factor of the luxury car market is that its performance (i.e. sales volume) is less affected by changes in the macro environment (Bordley, 1993). The recent financial crisis severely hit the car manufacturing industry, however, the demand fluctuation in emerging markets was offset by a growing desire for luxury cars in emerging markets, such as China and the Middle East (Rapoza, 2014). The luxury car market is dominated by three brands, which are Mercedes Benz, BMW and Audi, altogether controlling the majority of the sales in this sector (Behrmann, 2016). The industry is expected to grow in the future, however, manufacturers and resellers must ensure that they closely follow developments in their external environment. The aforementioned brands are expected to maintain their market leading position, however, many other brands (such as Vauxhall) are also trying to enter the luxury market, mainly through by changing their product mix (i.e. the use o f premium materials in the interior or including such design features (e.g. large diameter wheels) that used to be the hallmark of luxury car products (Morton, 2013). The relative importance of the product mix in the luxury car industry It is widely understood that organisations must first carry out an internal analysis if they are pursuing strategic marketing and if they want to ensure that their products will be successful in their selected market(s) (in this case the luxury car industry) (Stevens et al. 1993). According to the 5C framework, organisations should analyse their customers need, their resources to produce and distribute a particular product, their industry context, competitors strategy, performance and whether or not forming strategic alliances could be a rational choice (Kaynak, 2005). To give relevant examples to the luxury car industry, the following assumptions regarding the 5C model could be taken: exiting and unsatisfied consumer needs (need for safety, prestige, luxury feeling without compromising the automobiles functionality); company resources: does the organisation have access to luxury suppliers or does it possess the necessary skills and expertise to manufacture luxury goods in house (e.g. high performance engines for Mercedes Benz AMG performance line cars); context: the products must follow changes in the external environment (e.g. growing interest towards electric cars or other miscellanies changes); competitors: identification of competing firms and benchmarking against them to develop a differentiated product; collaborations: is there any opportunities to form strategic alliances with suppliers? Many luxury cars openly associate themselves with other brands (e.g. Brembo). Once an organisation has assessed the above mentioned constraints (and preferably devised strategies to overcome these), the constraints must be linked with the marketing mix. Although this paper solely focuses on the role of product in the marketing mix, it must not be forgotten that strategic marketing may only contribute to organisational success if an integrated approach is adopted (Keller, 2001). The STP process (segmentation, targeting, positioning) is also a critical part of this holistic methodology, so product decisions must also be consistent with the selected market(s)s needs. Therefore, achieving business success is done through the development of a close with between the product, the customer and the marketing (Mohr et al. 2009). As such, a luxury car must have those product attributes which are sought after by the luxury car customer and the external communication strategy (i.e. the marketing communication) should clearly set out a product that is highly valued by poten tial customers (Martin, 1998). The product levels in the luxury car industry Despite the fact that the author of this paper previously argued that products are often perceived to be physical items, the theory of product levels illustrate that successful organisations must address all layers of the of product level diagram (Kotler et al. 2016). These levels are hierarchical, so the suggested holistic approach is also recommended for product management in order to ensure that customers are provided with a consistent product experience, given that each level closely reflects the target markets (luxury car buyers) expectations. The core product (even if it name suggests otherwise) is an intangible element of the product. It essentially entails the realisable benefits from the product use. In general terms, people purchase cars to facilitate their transportation from point A to point B, as other alternative modes of transportation (e.g. bus, taxi, walking à ¢Ã¢â€š ¬Ã‚ ¦ etc.) might not satisfy customer needs. The basic transportation need is overly generic for luxury car manufacturers, so understanding the psychology behind purchasing a good that well exceeds realistic customer needs is of paramount importance (Shukla, 2012). Luxury cars are seldom purchased for their convenience other car makers could perfectly satisfy transportation needs too, so there has to be another rationale behind a high value purchase. Although this paper is too short to enlist the possible psychological factors influencing luxury car purchases, it is realistic to assume that these decisions are overly driven by emotions (Kapferer , 1998). People driving luxury cars intend to communicate their status or they want to leverage on state-of-the art technology and safety features that somewhat counterbalance the irrational choice of luxury cars. Correspondingly, luxury car manufacturers must convince prospective buyers of the presence of these attributes, and seemingly the three market leading brands are succeeding. BMW, Audi and Mercedes Benz are recognised as status brands and their technological advancement and safety features are well above the industrys standards. In essence, this is the first step that customers examine before they actually visit a luxury car saloon to discuss further details of the product with a sales associate. The next product level is more tangible in its nature, as it encompasses the actual product (the actual car model, e.g. BMW X5, S-Klasse or S6) and its visual aspects (such as colour, style, quality, chassis contourà ¢Ã¢â€š ¬Ã‚ ¦ etc.) (Kotler et al. 2016).   Even though it is hard to separate this level from the actual product, it is important to emphasise that the core and the actual product must complement each other, so if a luxury car is designed to offer buyers a status symbol, this should be reflected in the cars physical appearance and certainly in other parts of the marketing mix (e.g. price, place, people) to maintain consistency. Whilst it is tempting to categorise goods into either services are products, there is often a continuum between the two polar ends of the spectrum, so luxury car manufacturers should also focus on the augmented product level (Zimmerman and Blythe, 2013). The augmented product level is mostly composed of service elements, such as after sale warranties, the delivery of the luxury car, maintenance services, financing and a quality customer care to address any customer concerns before, during and after the purchase. The concept of product level shows that the physical product is often just a fraction of the product marketing mix, as successful sellers must address each level in their product management. As it was previously suggested, a concerted approach to marketing is necessary, so luxury car manufacturers must warrant that other components of their marketing strategy (e.g. other elements of the marketing mix) are consistent with their product decisions (Kotler et al. 2016). If these recommendations are adhered to, organisations are able to establish product leadership, which is essential to maintain anticipation and excitement towards the products and to increase the number of new and existing customers (Cooper, 2005). This must be accompanied by a continuous product innovation (instead of just adding variety to products without any value or inspiration) so that luxury cars superiority is maintained. Product Assortment Product Width, Length and Depth A final consideration for product management in the luxury car market is product assortment. Product assortment entails all products that the seller offers for consumers (Thompson, 2000). Product width refers to the number of different product lines a manufacturer carries (e.g. high performance hatchbacks, Sport Utility Vehicles (SUVs), sedans, minibusesà ¢Ã¢â€š ¬Ã‚ ¦ etc.); product length measures the number of product variants within one category (e.g. optional car features, such as GPS or blind spot monitorà ¢Ã¢â€š ¬Ã‚ ¦ etc.), while product depth shows the total number of variants available at a particular manufacturer. Serving all segments is seldom possible, so organisations must carefully analyse potential customer segments to target, while also maintaining the financial interest of shareholders (Crane and Northeastern, 2012). The luxury car industry (or a matter of fact, the luxury good sector in general) could be considered to be in a highly specific market, opportunities in increasing product width is not always possible. For example, as introduced during lectures, Dyson manufactures vacuum cleaners, air treatment equipment and hand dryers, which are seemingly completely different products, nevertheless exiting resources could satisfy production needs for all products and there are definitely cross selling opportunities (i.e. commercial vacuum cleaner buyers might also be interested in air treatment equipment). In case of the luxury car industry, such synergies could be more difficult to attain, since the deployment of capacities for different product lines could be difficult, although Mercede s has successfully diversified into the heavy truck industry seemingly without compromising its luxury perception in its consumer market. Product length assortment consideration is more common in the luxury car industry, as within the passenger car product category, a high number of variants has been developed (Kotler et al. 2016). As previously mentioned, luxury cars come in a variety of forms, satisfying varying customer needs. While this product decision satisfies customer needs, it is also a kind of product diversification that helps luxury car manufacturers to shelter themselves from economic cycles conceivably during the economic recession, large luxury cars were sold in lower volume, yet a cheaper model variant remained affordable to the target without compromising on quality. To conclude, the essay demonstrated the role of the product marketing element in the luxury car industry. It was gradually explored why careful product considerations are necessary in order to ensure a consistency in an organisations marketing strategy and marketing process. It was also highlighted that thinking of products as physical items is not advisable to fully understand what a product is instead, as the theory of product levels has shown, products must provide a holistic consumer experience in the luxury car industry. References Behrmann, E. (2016) Mercedes on pace to win 2016 global sales crown from BMW. Available at: http://www.autonews.com/article/20160811/RETAIL01/160819974/mercedes-on-pace-to-win-2016-global-sales-crown-from-bmw (Accessed: 15 January 2017). Bordley, R. F. (1993) Estimating automotive Elasticities from segment Elasticities and First choice/Second choice data, The Review of Economics and Statistics. 75(3), p455. Carà ¹, A. (2008) Strategic market creation: A new perspective on marketing and innovation management. Chichester, United Kingdom: John Wiley Sons. Cooper, R. G. (2004) Product leadership: Pathways to profitable innovation. New York, NY: Basic Books. Crane, F. G. and Northeastern (2012) Marketing for entrepreneurs: Concepts and applications for new ventures. London: SAGE Publications. Grà ¶nroos, C. (1997) Valueà ¢Ã¢â€š ¬Ã‚ driven relational marketing: From products to resources and competencies, Journal of Marketing Management. 13(5), pp.407-419. Kapferer, J.-N. (1998) Why are we seduced by luxury brands?, Journal of Brand Management. 6(1), pp.44-49. Kaynak, E. (2005) Marketing issues in western Europe: Changes and developments. New York, NY, United States: International Business. Keller, K. (2001) Mastering the marketing communications mix: Micro and Macro perspectives on integrated marketing communication programs, Journal of Marketing Management. 17(7-8), pp.819-847. Kotler, P., Keller, K. L. and Brady, M. (2016) Marketing management. Harlow, United Kingdom: Pearson Education. Martin, C. L. (1998) Relationship marketing: A highà ¢Ã¢â€š ¬Ã‚ involvement product attribute approach, Journal of Product Brand Management. 7(1), pp.6-26. Mohr, J. J., Sengupta, S. and Slater, S. (2009) Marketing of high-technology products and innovations. Boston, MA, United States: Prentice Hall. Morton, R. (2013) Insignia: Vauxhalls luxury company car. Available at: https://www.businesscarmanager.co.uk/insignia-vauxhalls-hidden-luxury-company-car/ (Accessed: 15 January 2017). Olson, E. M., Slater, S. F. and Hult, G. T. M. (2005) The performance implications of fit among business strategy, marketing organization structure, and strategic behavior, Journal of Marketing. 69(3), pp.49-65. Rapoza, K. (2014) Emerging markets to drive automotive comeback. Forbes. Available at: http://www.forbes.com/sites/kenrapoza/2014/09/01/emerging-markets-to-drive-automotive-comeback/ (Accessed: 15 January 2017). Shukla, P. (2012) The influence of value perceptions on luxury purchase intentions in developed and emerging markets, International Marketing Review. 29(6), pp.574-596. Smith, P. R., Berry, C., Pulford, A. and Baxter, M. (1999) Strategic marketing communications: New ways to build and integrate communications. London: Kogan Page. Stevens, R. E., Sherwood, P. K., Dunn, P. and Winston, W. (1993) Market analysis: Assessing your business opportunities. New York: Haworth Press. Thompson (2000) Strategic Management. New York, NY, United States: McGraw-Hill Education. Trott, P. (2011) Innovation management and new product development (5th edition). Harlow, England: Financial Times/Prentice Hall. Zimmerman, A. and Blythe, J. (2013) Business to business marketing management: A global perspective. London: Taylor Francis.

Prelude to Programming

As you took your first step you had to figure out how to execute the following process: Put one foot in front of the other At some point you did just that, and it was a major accomplishment. But this didn't get you very far. If you wanted to walk across the room, you needed to extend this process to the following: put the left foot in front of the right foot Put the right foot in front of the left foot Put the left foot in front of the right foot Put the right foot in front of the left foot and so forth This is not a very efficient way to describe what you did.A detailed list of your actions as you ambled all over the house would be very long. Because you did the same thing over and over, the following is a much better way to describe your actions: Repeat Put the right foot in front of the left foot until you get across the room This way is short, convenient, and just as descriptive. Even if you want to take hundreds or thousands of steps, the process can still be described in four l ines. This is the basic idea off loop. Walking is just one of many examples of loops in your daily life.For example, if you have a large family and need to prepare lunches in the morning for everyone, you can do the following: Make a sandwich Wrap the sandwich Place the sandwich in a lunch bag place an apple in the lunch bag Place a drink in the lunch bag Continue until lunches have been made for everyone in the family Where else do you encounter a looping process? How about eating a sandwich (one bite at a time) or brushing your teeth? If you have a programming class on Tuesdays at 1 1100 a. M. , you go to class every Tuesday at 1 1 a. M. Until the end of the semester.You do the â€Å"go to programming class† loop until a certain day. After you read this chapter (one word at a time), you'll be ready to place loops in your programs as well. 4. 1 An Introduction to Repetition Structures: Computers Never Get Bored! 165 4. 1 An Introduction to Repetition Structures: Computers Ne ver Get Bored! You have already learned that all computer programs are created from three basic constructs: sequence, decision, and repetition. This chapter discusses repetition, which in many ways is the most important construct of all. We are lucky that computers don't find repetitious tasks boring.Regardless of what task we ask a computer to perform, the computer is virtually useless if it can perform that task only once. The ability to repeat the same actions over and over is the most basic requirement in programming. When you use any software application, you expect to be able to open the application and do certain tasks. Imagine if your word processor Was programmed to make your text bold only once or if your operating system allowed you to use the copy command only once. Each computer task you perform has been coded into the software by a programmer and each task must have the ability to be used over and over.In this chapter, we will examine how to program a computer to repea t one or more actions many times. Pop Basics All programming languages provide statements to create a loop. The loop is the basic component of the repetition structure. These statements are a block of code, which under certain conditions, will be executed repeatedly. In this section, we will introduce some basic ideas about these structures. We will start with a simple illustration of a loop shown in Example 4. 1 . This example uses a type of loop called a Repeat†¦ Until loop. Other types of loops are discussed throughout the chapter. Example 4.Simply Writing Numbers This program segment repeatedly inputs a number from the user and displays that number until the user enters O. The program then displays the words List Ended. 2 3 5 6 7 Declare Number As Integer Write â€Å"Please enter a number: ‘ Input Number Write Number Until Number – Write â€Å"List Ended† In the pseudopodia, the loop begins on line 2 with the word Repeat and ends on line 6 with Until Nu mber O. The loop body is contained in lines 3, 4, and 5. These are the statements that will be executed repeatedly. The body of a loop is executed until the test condition following the word Until on line 6 becomes true.In this case, the test condition becomes true when the user types a O. At that point, the loop is exited and the statement on line 7 is executed. 1 66 What Happened? Let's trace the execution of this program, assuming that the user enters the numbers 1, 3, and O, in that order: When execution begins the loop is entered, the number 1 is input, and this number is displayed. These actions make up the first pass through the loop. The test condition, â€Å"Number – = O? † is now â€Å"tested† on line 6 and found to be false because at this point, Number =-? Therefore, the loop is entered again.The program execution returns to line 2 ND the body of the loop is executed again. (Recall that the double equals sign, -?2, is a comparison operator and asks t he question, â€Å"Is the value of the variable Number the same as O? ) On the second pass through the loop, the number 3 is input (line 4) and displayed (line 5), and once again the condition (line 6), Number = = O is false. So the program returns to line 2. On the third pass through the loop, the number O is input and displayed. This time the condition Number == O is true, so the loop is exited and execution transfers to line 7, the statement after the loop.The words List Ended are displayed and the program is complete. Iterations We have said that the loop is the basic component of the repetition structure. One of the main reasons a computer can perform many tasks efficiently is because it can quickly repeat tasks over and over. The number of times a task is repeated is always a significant part of any repetition structure, but a programmer must be aware of how many times a loop will be repeated to ensure that the loop performs the task correctly. In computer lingo a single pass through a loop is called a loop iteration.A loop that executes three times goes through three iterations. Example 4. 2 presents the iteration process. Example 4. 2 How Many Iterations? This program segment repeatedly asks the user to input a name until the user enters â€Å"Done. † Declare Name As String Write â€Å"Enter the name Of your brother or sister: † Input Name Write Name until Name â€Å"Done† and Elizabeth Drake. Published by Addison-Wesley. Copyright C 2011 by This pseudopodia is almost the same as shown in Example 4. 1 except that the input in this example is string data instead Of integer data.The loop begins on line 2 with the word Repeat and ends on line 6 with until Name â€Å"Done†. The loop body is contained in lines 3, 4, and 5. How are the iterations counted? Each time these statements are executed, the loop is said to have gone through one iteration. 167 Let's assume this program segment is used to enter a list of a user's brothers and sisters. If Hector has two brothers named Joe and Jim and one sister named Ellen, the loop would complete four iterations. Joe would be entered on the first iteration, Jim on the next iteration, Ellen on the third iteration, and the word Done would be entered on the fourth iteration.If Marie, on the other hand, had only one sister named Anne, the program would go through two iterations-?one to enter the name Anne and one to enter the word Done. And if Bobby were an only child, the program would only complete one iteration since Bobby would enter Done on the first iteration. Later in this chapter, We will see how to create a loop that does not require that the test condition count as one of the iterations. Beware of the Infinite Loop! In Example 4. 1 , we saw that the user was prompted to enter any number and that number would be displayed on the screen.Fifth user started with the number 234789 and worked his way down, entente 234,788, then 234,787, and so forth, the computer wou ld display 234,790 numbers (including the O that terminates the loop). However, after the user entered the last number, O, the loop would end. It would be a lot of numbers, but it would end. On the other hand, what would happen if the loop was written as shown in Example 4. 3? Example 4. 3 The Dangerous Infinite Loop In this example, we change the test condition of Example 4. 1 to a condition that is impossible to achieve. The user is asked to enter a number on line 2 and line 3 takes in the user's input.Line 4 sets a new variable, Computerized equal to that number plus one. The loop will continue to ask for and display numbers until the value of Number is greater than Computerized. That condition will never be met because on each pass through the loop, regardless of what number the user enters, Computerized will always be one greater. Thus, the loop will repeat and repeat, continually asking for and displaying numbers. 8 Declare Number, Computerized As Integer Write â€Å"Please e nter a number: † Computerized = Number + 1 Until Number > Computerized Write â€Å"The End† When will it end?Never. The words The End will never be displayed. If, as shown in Example 4. 3, a loop's test condition is never satisfied, then the loop will never be exited and it will become an infinite loop. Infinite loops can reek and Elizabeth Drake. Published by Addison-Wesley. Copyright @ 2011 by 168 havoc on a program, so when you set up a loop and put in a test condition, be sure that the test condition can be met. Computers don't mind doing a task many times, but forever is simply too many! Don't Let the User Get Trapped in a Loop There is one more important point to mention about Examples 4. And 4. 2. In both of these examples, we have test conditions that can easily be met. As soon as a user enters O for the number in Example 4. 1, the loop ends. As soon as the user enters the word Done in Example 4. 2, the loop ends. But owe would the user know that O or Done is th e cue for the program segment to end? It is important for the programmer to make it clear, by means of a suitable prompt, how the user will terminate the action of the loop. In Example 4. 1, the following would be a suitable prompt: Write â€Å"Enter a number; enter O to quit. In Example 4. 2, the following would be a suitable prompt: Write â€Å"Enter the name of your brother or sister:† Write â€Å"Enter the word Done to quit. † In the type of loops we used in these two examples, the loop continues until the user ends it. Other loops end without user input. Regardless of what type f loop you write, you always want to avoid the possibility that the loop will continue without end. Therefore, you must ensure that the test condition can be met and, if the user must enter something special to end the loop, be sure it's clear.Relational and Logical Operators The condition that determines whether a loop is reentered or exited is usually constructed with the help Of relatio nal and logical operators. We will briefly review these operators here. The following are the six standard relational operators and the programming symbols we will use in this book to represent them: equal to (or â€Å"is the same as†): – to equal to: less than: greater than or equal to: >= prelude to Programming: Concepts and Design, Fifth Edition, by Stewart Event All six operators can be applied to either numeric or character string data.Note that the double equals sign, the comparison operator (==) is different from the assignment operator While the assignment operator assigns the value on the right side of the equals sign to the variable on the left side, the comparison operator compares the values of the variable or expression on the left side of the operator to the value of the variable, expression, number, r text on the right side. It returns only a value of false (if the two values are different) or true (if the two values are the same).

Sexual Relations Between A Person And An Animal - 1551 Words

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Essay about The Psychological Effects of Adoption

â€Å"James and Martha Brown went to Mrs. White’s office the next day and found waiting for them a bouncing baby girl with soft brown eyes and a happy smile. Right away they said, ‘We love this baby already’† (Wasson). As is stated in the classic children’s book, The Chosen Baby, this story serves as a common introductory tool that some adoptive families use to explain to their children the way their family was created. The Chosen Baby shares the absolute joy that parents experience when adopting a child and effectively helps children better understand their family dynamics. Adoptive families are unique in that they choose their children, creating a loving foundation for a nurturing home. Although a â€Å"chosen family† would appear to be†¦show more content†¦Unfulfilled basic needs create a violation to a child’s belief system. Often times, adopted children experience voided space inside as well as an unfathomable sense of disarray (Eldridge, 62). Carla Duncan, a 1968 adoptee, recently expressed in a personal interview her mixed emotions: â€Å"Being adopted is like a double-edge sword in that on one side, I have always felt very special to say, ‘I am adopted’, because I was chosen and hand-picked. On the other hand, however, I feel different because I am adopted. In order to be chosen, I had to realize that someone also rejected me. Someone did not want me. Sometimes I would look for long periods of time at myself in the mirror, wondering who it was that I was really seeing. This feeling grew with great intensity as I became a teenager and felt that no one really understood me.† Duncan, as is proven typical of other adoptees, has also experienced the common need to express her adoption story, only to be let down at the un-interest of peers. Misunderstanding often exists as a residual psychological effect among adoptees (Eldridge, 91). With good intentions, adoptive parents and other influential people may unknowingly contribute to the adoptee’s mixed emotions. Indeed, simple words and statements have the ability to negatively cut to the heart, tearing down emotions. A common misconception often used to encourage a chosen child mayShow MoreRelatedAbortion : The Deliberate Termination Of A Human Pregnancy937 Words   |  4 PagesUnited States Constitution and it violated the first, fourth, ninth, and fourteenth amendments, which all discuss privacy (pbs.org). No country should recognize abortion as a legal act because it is murder, medically dangerous, leaves psychological scars, and adoption is an alternative. There is a type of procedure for abortion. 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