Question

et mar Application Exercise nlw the marketing concepts in this chapter to tackle and solve a The Solution sarketing problem: personal selling, sales management, and Complete the following two pr direct marketing using your make and model in the automobile category, chapter concepts Fins, start by thinking about the automobile category and and college resources then choose a make, such as Honda model, such as a Civic or Escape. There are many makes and models available or us to consider purchasing. or Ford, and model, such as From the Marketing Manager's Point of View a. Problem Definition b. Analysis c. Sales Management Objectives,Strategy d. Direct Marketing Approach e. Solutiorn 1. The Marketing Problem Think about your chosen make and model after considering the olowing situation. 2. From the Consumer's Point of View The automobile industry is highly competitive and finds itself under increased scrutiny in terms of both consumer safety and environmental sustainability Consumers need to know which manufacturer and a. Problem Definition b. Analysis c. Product's Value d. Solution which product represent the best choice for them. Resources: The Problem How would you apply the seven-step personal selling process to the product you have chosen? Compile a list of three close ompetitors to the make and model you chose in the automo- Marketing Defined, Explained, Applied 2e, Michael Levens The College Library Retail or Online Field Trip Assigned Reading-Brand Week, Advertising Age, WS category. For each competitor, including the one you cbosc, define its target and describe how you would use direct scholarly publications, category trade journals og your problem from either point of view, gather responses/posts (www.blogger.com/start)

Answer 1

Ford Escape is the Car model of Ford Automobile company and it has been in operation since 2000.

From the marketing manager's point of view, the problem and other factors of Ford Escape can be described as given below:

a) Problem definition: Ford Escape has several drawbacks, the worst being the ignition problem of the car engine. Apart from ignition problem, this car model also has high maintenance costs and low mileage complaint. With these problems, it would be a difficult task for marketing manager to sell Ford Escape in highly competitive market.

b) Analysis: Ford redesigned its car model Ford Escape in 2017. The 2017 version of Ford Escape includes two new Eco-boost engines in addition to the existing engine. These Eco-boost engines are fitted with start/stop technology that stop the main engine while car is standing on red light of road and start the engine when driver pull off his leg from brakes. The redesigned model also offer bigger space for objects such as smartphones, earphones, tool box, first aid kit etc. The new Escape car also offer advanced safety measure and warming facility with the help of a smartphone app.

c) Sales management objectives, strategy: The sales management objectives of Ford Automobiles are offering differentiated products in different consumer markets. To meet the dynamic demand of consumers, Ford continuously design and redesign its cars and SUV models. Ford Automobiles also consider brand positioning strategy for establishing direct connect with consumers.

d) Direct Marketing Approach: The direct marketing approach is the aggressive sales plans of a company. Ford Automobiles regularly updates its existing customers with its latest and redesigned automobile models through emails, online ads, electronic media and newspaper. It uses four P's in its direct sales plan i.e., price, product, place and promotion.

e) Solution: Ford Escape like many other car models has multiple problems such as high emission, engine failure and high maintenance cost. The safety and ignition problem of Ford Escape has been remedied to a great extent using hybrid technology in 2017 variant of Ford Escape. With Hybrid technology, Ford Escape can run with energy efficient engine that reduces the emission and enhances the passenger safety.

From consumers' point of view, following points for Ford Escape are mentioned below:

a) Problem definition:: Most consumers complains that engine ignition of Ford Escape is poorly designed as it catches fire on the way when car is running and this stop or slow down the car engine. Consumers also say that Ford Escape make high noise when they drive this car model. Some consumers also state that low mileage and high maintenance costs are two key problems of this car variant.

b) Analysis: Ford Escape 2017 is redesigned SUV model of Ford Automobiles. It carries attractive features for customers such as large space room for keeping small items, stylish interior and exterior designs and Eco-boost turbo engines with auto stop/start technology. However, like its earlier variant, Ford Escape 2017 also offer low mileage that increases fuel cost of owners of this car. The average list price of this model is $20,300.

c) Product's value: Product value is the rating or utility of a product by consumers. Ford has unveiled several versions of Ford Escape since its launch. The rating or utility of a product such as car are determined by consumers on multiple factors such as fuel efficiency of car, mileage, price of car, emission rate of car and maintenance costs including cost of insurance and servicing.

d) Solution: Consumers can analyze the specifications of different versions of Ford Escape SUV and decide which model fulfills their overall requirements. From expert analysis, the 2006 and 2008 make of Ford Escape were the disasters and carries multiple problems. The Automobile major has however rectified most of problems of Ford Escape in its 2017 and 2018 versions. Ford car owners can also opt for cheap car insurance plans after analyzing the premium rate and other details of insurance companies. If consumers do not want to buy expensive car, they can also buy second hand or used cars from authorized automobile dealers.