BMW. Product or Experience?

BMW. Product or Experience? Essay example
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BMW Case Analysis

It seems to depend on whether the customer is from the United States or other countries that determines whether it is a product or experience they are purchasing.


For instance, the case study illustrated that American consumers want everything quickly, including customized vehicle options, therefore U.S. customers seem to be buying a product more than an experience. In Europe, consumers are willing to wait for delivery to ensure they are getting top quality vehicles and there seems to have been a very positive response to the customization program at BMW. European customers, therefore, appear to be patient wanting a total holistic experience that comes along with the brand reputation of makers such as BMW. There is a great deal of marketing being undertaken, especially in promotion, by many different automakers that provide very similar vehicles with similar characteristics. American automakers provide mid-sized cars at affordable prices, but must rely on lifestyle marketing (psychographics) in order to get consumers to see differentiation between cars with very similar benefits and features. In this case, the automakers themselves are attempting to sell an experience, however the buyer is likely looking for a reliable and affordable vehicle, making them more focused on the product and pricing instead. Again, it seems to be a matter of the country of origin where the consumer is located that determines exactly what the customer is looking for when seeking out new automobiles. ...
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