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. [...]
[...] They attempt to appeal to tech savvy consumers. These include consumers in the age range of 21 to 34. David Schoonover, national manager for digital and CRM at Kia, stated that “Mobile is a part of life with this demographic and age group and they do not know life without a mobile phone attached to them.” (Finocchiaro, 2010) The ad above is meant to direct users to the social media site of the company. Once the ad is clicked the user is directed to a mobile site. [...]
[...] (1999). Changing Channels in the Automotive Industry: The Future of Automotive Marketing and Distribution. Business Strategy. Johnson, L. (2009). Kia Elevates Brand via 360 Degree Mobile Strategy. Mobile Marketer. Karolefski, J. (2003). Crash Course in Auto Branding. The Brand Channel. Rees, J. (2010). Business Promotion in the Automotive Industry. [...]
[...] The second ad gives consumers a feeling of the company being above all others. Of the two companies fore mentioned, BMW seems to have marketing campaigns that are more effective. This is due to the fact that Kia has recently attempted to change its image. Consumers once viewed Kia as a low quality automobile. This ultimately affected the sales of this company. Kia is now more driven to symbolize luxury for less. (Einstein, 2010) BMW has built rapport with consumers as a luxury car and has rarely made changes to its marketing strategy. [...]
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