Volkswagen and BMW - Essay Example

Peattie asserted that the emotive marketing that is stereotypical of much Green marketing is not effective. This is because green marketing involves marketing those products that are ecologically safe (Rakshita, 2011). The diverse aspect of Green marketing involves, packaging products in biodegradable packets, and reducing excessive fuel emissions that may pollute the environment to name just but a few (Charter, 1999). In the above connection, Peattie asserted that the consumer purchase decision may not be influenced by green marketing alone but also by other factors such as; Price, comfort, lifestyle, and quality to name just but a few(Nobel, Teisl & Rubin, 2006). Therefore, emotive green marketing may not be very effective because consumers are unlikely to forgo the above-mentioned factors for the sake of purchasing eco-friendly products (Nobel, Teisl & Rubin, 2006). Peattie developed a useful tool for products and market analysis called the Peattie framework that may help marketers to assess the performance of a product in the market (Bradley, 2007). The framework may be used in this case to evaluate where the two model of vehicles (Volkswagen and BMW vehicles) lies within the Peattie framework. Additionally, the effects of having less footprint among the two vehicles selected have also been discussed in detail as well as how footprint may be eradicated (Nobel, Teisl & Rubin, 2006). The eradication of footprints may help to ensure that the problem of global warming has been reduced significantly (Bishop, 2008).

 Assessment of where Volkswagen and BMW cars lie within the Peattie framework

Peattie provided a substantial basis for the evaluation of products with respect to how consumers make choices on the products that they may want to buy (Rakshita, 2011). It can be scrutinized that, much of online green marketing may not be very effective if other factors such as quality, convenience, and prices are not taken into consideration (Rakshita, 2011). The two products selected for this assessment were Volkswagen vehicles manufactured in Japan and BMW vedependshicle manufactured in the United States. (Inderwildi & David, 20120). Research indicates that Volkswagen ve hicle has been reported to release a lot of greenhouse emissions as compared to BMW (Inderwildi & David, 2012). Necessary measures have been put forth to reduce green house emissions in order to make those vehicles more environmentally friendly (Inderwildi & David, 2012). In terms of quality and convenience Volkswagen cars are more suitable though very expensive (Nobel, Teisl & Rubin, 2006). On the other hand in terms of prettiness and comfort BMW vehicles are more efficient and effective (Inderwildi & David, 2012). It can be observed that the consumer choice of a product depend not only on whether a product is environmentally friendly but also based on the factors within the Peattie frame work as discussed herein(Inderwildi & David, 2012).

Whether there are products that are better within the Peattie framework?

Patties framework indicates that the likelihood of a product being in a better position depends on whether a product fulfills what the customer is looking for in proa duct (Bradley, 2007). Therefore, between BMW and Volkswagen, BMW stands in a better position within the Peattie framework because the vehicle is not only ecologically friendly but also provides what customers are looking for (Bradley, 2007).

What should happen if Volkswagen and BMW cars have less footprint?

Foot print may be defined as the product of a car or a vehicle wheelbase in square feet (Sim, 2009). The carbon footprint may help to determine an estimate of the annual world Footprintnhouseouse effect (Sim, 2009). Additionally, the model of a vehicle, and carbon content of fuel used, and the annual driving mileage of each vehicle is taken into consideration when determining the carbon footprints (Sim, 2009). The carbon footprint may help to compute the number of gases produced from all the daily activities undertaken by human beings (Sim, 2009). Therefore, if the above vehicles selected for assessment have fewer footprints, then it means that the greenhouse effect and the problem of global warming would reduce significantly (Sim, 2009). Researchers suggested some measures that may be adopted to reduce their footprint which may include; people should avoid using cars at distances that they can walk, recycling everything, and using cars with small engines in order to save energy as well as reduce environmental pollution (Bishop, 2008).

Conclusion

Peattie asserted that consumers not only consider purchasing those products which are ecologically safe but also consider other factors such as price, comfort, convenience, and quality to name just but a few. Additionally, products that meet what customers are looking for are said to be in a better position within the Peattie framework. In this case, BMBMW'sW vehicle is said to be better than VolkswaVolkswagen'sgen because the vehicle is not only eco-friendly but also provides what customers are looking for. Conclusively, if the footprint of the above-selected product tends to be less, environmental pollution and the impact of global warming is likely to reduce substantially.