AUTOMOTIVE MARKETING METHODS AND PRACTICE

The report is a comprehensive examination of the current marketing practices, marketing methodologies, and decision-making processes utilized by the domestic automotive industry. The various marketing elements, such as products, consumer behavior, sales, promotion, distribution, advertising, and regulatory constraints are reviewed as they pertain to the automotive industry. Specifically, the report's seven chapters include (1) a review of industry competitive relationships, (2) practical constraints on automotive decision-making, (3) corporate organization for decision-making, (4) understanding the consumer, (5) marketing decision-making, (6) assessment of current problems and issues, and (7) state-of-the-art summary. Four appendices focus on (1) the organization of General Motors Corporation, (2) the organization of Ford Motor Company, (3) the product and market planning process graphics, and (4) an example of a forward product strategy document. Where appropriate, the report highlights the differences in marketing approaches employed by the four automotive manufacturers and some of the adjustments and problems faced by these manufacturers in their marketing pursuits.

  • Corporate Authors:

    Green (Gilbert R) and Company, Incorporated

    Natick, MA  United States  01760

    Transportation Systems Center

    55 Broadway, Kendall Square
    Cambridge, MA  United States  02142

    National Highway Traffic Safety Administration

    Office of Research and Development, 1200 New Jersey Avenue, SE
    Washington, DC  United States  20590
  • Authors:
    • Braden, P
    • Marshak, S
    • Whorf, R
  • Publication Date: 1979-9

Media Info

  • Pagination: 185 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00304661
  • Record Type: Publication
  • Source Agency: National Technical Information Service
  • Report/Paper Numbers: DOT/TSC-NHTSA-79/31 Final Rpt.
  • Contract Numbers: DOT-TSC-1322
  • Files: TRIS, USDOT
  • Created Date: Jan 15 1980 12:00AM