The failure of the original Smart Car shows that its developers did not take into account advertising target and strategy appealing to young consumers. In order to evaluate the validity and efficiency of the advertising target, it is crucial to take into account advertising channels and customer base…
This thinking is reflected in the electrical engineer's notion of control. Engineers view the control function in terms of the current state of a system, a desired state, the number of periods in which the desired state is to be reached, and the "driver" necessary to get the system there. The driver in marketing may be thought of as the marketing mix or part of it.
For SmartCar, information, particularly feedback, is a significant part of any marketing-control system, for the quality and quantity of knowledge available are fundamental to control performance. Feedback presents a way of shaping marketing by taking into account the results of past performance and learning from it the actions to take in the future. The use of linear programming for media selection, queueing theory to determine the appropriate number of check-out counters at a supermarket, or probability theory to decide the amount to be spent on marketing research, are examples. Simulation techniques, which foster experimentation on models and the generation of artificial intelligence without the hazards and costs of actual changes in policies or strategies, are particularly helpful in achieving better control (Kotler and Keller 2005).
Smartcar can use internal and external controls. ...
ontrol deals here with the progression of raw materials to finished products, and with such marketing correlates as the product specification and package design necessary to develop customer, and ultimately consumer, utility through brand and product lines that satisfy wants and needs. Conflicting standards may have to be resolved. Components may be welded into a system through the efforts of a dominant unit. For example, a large retail chain such as Sears may exercise control over the total system by establishing the standards for the manufacture and distribution of its products (Kotler and Keller 2005). The internal control system controls company resources to design the marketing mix in response to opportunities. It involves appraisal, evaluation, and adjustment. Appraisal refers to the monitoring information and preliminary assessment phase of marketing activities, which notes current situations. Evaluation of the current situation, the goals and targets, and the deployment of resources enables review of the market- ing program's effectiveness. This leads to the adjustments that may be made, if necessary, in either the sales or profit targets, the marketing mix, or both (Kotler and Keller 2005). Smartcar should evaluate lifestyle of consumers and their preferences using customer satisfaction surveys.
For example, intelligence is gathered about profits and is evaluated and reviewed by product, territory, salesmen, and product line. The situation is then audited and changes may be made. In this manner, market position is assessed on the basis of market share, competition, opinions and reactions of customers, and degree of customer satisfaction. Marketing operations are rated in terms of such activities as inventory levels, credit, accounts receivable, and working ...
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industry1. This law had never been enacted by any politician until President Obama decided to enact the law to protect the U.S. tire industry from cheap Chinese tire imports. The U.S. tire industry was losing thousands of jobs each year, thus they filed a complaint in 2009 to enact the inactive law.
It revealed her distorted materialism. So awakened Frances changed her lifestyle, reaching out to people through volunteer work. 2. The reading puts flesh into the Essay’s idea of MATERIALIST CONSUMPTION. Victoria Frances is a fragile personality who needed self-esteem amidst the rush of modern living.
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Some of the specific questions probed in this paper are: How far would Hayek be able to translate its success of Swatch to the smart car in the form of its contribution to plastic engineering involved in smart car; what may be Hayek's role in the new-product development process with specific focus on the effectiveness of the Hayek-Mercedes venture; can the smart car be considered a market-driven idea; what market research should be conducted to make smart car positioning a success in terms of the four marketing Ps and if there is any justification for not basing new products on marketing research; critically assess the new product launch decision that MCC(Micro Compact Car) has made for the
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