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Behavioral science concepts by two competing brands

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Carleton D.
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There are multiple factors included in marketing products to consumers. Companies must evaluate several factors including the market size, description of the product, consumer behavior, pricing, distribution, and promotion. This evaluation varies within each company. Companies within the automotive industry specifically have to compete amongst brands. Through research of background information, marketing artifacts, marketing campaigns, advertising campaigns, and product positioning, the use of behavioral science concepts of two competing brands is illustrated.

Behavioral science explores the interactions and activities of humans. This exploration is strategic. Scientists analyze the behavior of humans through controlled experiments. The key to these experiments is to make the subjects, situations, and environments seem as natural as possible.

Furthermore, behavioral sciences explore the decision process of humans. Included in behavioral sciences are various fields such as ethology, semantic networks, social psychology, social cognition, psychobiology, dynamic network analysis, microsimulation, social neuroscience, psychology, and cognitive science. Behavioral science can be further divided into two categories which are neural and social. Neural involves information sciences and social involves relational sciences.

[...] The United States in particular divides automobiles into segments such as the heavy duty pickup truck, full size pickup truck, mid size pickup truck, mini pickup truck, full size SUV, mid size SUV, compact SUV, mini SUV, minivans and multipurpose vehicles or MPV, roadster, convertible, supercar, grand tourer, sports car, full size luxury car, mid size luxury car, full size luxury car, entry level luxury car, mid size car, compact car, subcompact car, and microcars or minicars. (Reese, 2010) The size of automobile companies can be defined by various factors such as revenue, operating income, net income, total assets, divisions, employees, number of locations, and subsidiaries. Lets evaluate General Motors for example. They maintain 156 locations across six continents. As of 2011 their total revenue was 150 billion dollars. (Reese, 2010) Their operating income in 2011 was 9 billion dollars. (Reese, 2010) General Motors maintained a net income of 7 billion dollars in 2011. [...]


[...] (2010). Kia Moves to Change Its Image, Hamsters and All. MSNBC News. Finocchiaro, P. (2010). Kia claims mobile advertising outperforms traditional web campaigns. Mobile Marketer. Forst, R. (2011). Electrifying the Automobile Variations . Wir Leben Autos. Goyal, M. (2012). How BMW, Mercedes & Audi stack up and what their strategies are. The Economic Times. Hirsh, E., Rodewig, L., & Wheeler, S. [...]


[...] It assists the consumer in finding about all of Kia's line of cars and locating a nearby dealer. (Finocchiaro, 2010) The next brand evaluated is BMW. BMW markets themselves as the ?Ultimate Driving Machine. 2012) They market their cars to consumers with an average age of 40 years old. BMW is also marketed as a luxury car. This appeals to consumers of their average age range. This company promotes at events like professional golf tournaments, wine tasting sessions and events with fashion designers. [...]


[...] Jaguar, Porsche, and Ferrari try to incorporate excitement in their branding. Toyota, Kia, and Honda send a message of the driver being practical. Within the past few years the main focus in branding has been safety. The leading brand in promoting safety is Volvo. BMW markets their cars as the ultimate driving machine. There are multiple factors included in consumer behavior that affect the purchase of an automobile. Within the consumer decision process, the customer follows these steps: Collecting information about attributes of different vehicles, narrowing their choices, test driving vehicles, gaining information about the various prices of various automobiles, figuring the potential value of trading a car in, comparing financing options, requesting offers from various dealers, and finally closing the deal.(Cude, Love, Paul & Scuchardt, 2009) Customers seek information such as the reliability of the vehicle, the reputation of the model they're contemplating purchasing, driving performance, and the safety ratings of the vehicle. [...]


[...] Behavioral science concepts by two competing brands There are multiple factors included in marketing products to consumers. Companies must evaluate several factors including the market size, description of the product, consumer behavior, pricing, distribution, and promotion. This evaluation varies within each company. Companies within the automotive industry specifically have to compete amongst brands. Through research of background information, marketing artifacts, marketing campaigns, advertising campaigns, and product positioning, the use of behavioral science concepts of two competing brands is illustrated. Behavioral science explores the interactions and activities of humans. [...]

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