AUTOMOBILE MARKETING STRATEGIES, PRICING, AND PRODUCT PLANNING

The objective of the study was to determine the decision-making processes concerning major model year product introductions and alterations in the automotive industry as well as to investigate techniques of price positioning, product and image positioning, and the use of incentives and other promotional tools. The method used was to establish the new models introduced since the last traditional year (1959) in the automotive industry, and to discuss their features and positioning in the market place. It can be concluded that the automotive industry reacts to competition, dealer influences, consumer preference and government regulations. Also each automotive manufacturer reacts differently in comparable situations.

  • Corporate Authors:

    DeLorean (John Z.) Corporation

    Bloomfield Hills, MI  USA 

    Transportation Systems Center

    55 Broadway, Kendall Square
    Cambridge, MA  USA  02142

    National Highway Traffic Safety Administration

    1200 New Jersey Avenue, SE
    Washington, DC  USA  20590
  • Authors:
    • Hagerman, M L
  • Publication Date: 1978-4

Media Info

  • Features: Appendices; References; Tables;
  • Pagination: 46 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00176300
  • Record Type: Publication
  • Source Agency: National Technical Information Service
  • Report/Paper Numbers: DOT-TSC-NHTSA-77-6 Final Rpt.
  • Contract Numbers: DOT-TS-13509
  • Files: NTIS, TRIS, USDOT
  • Created Date: Aug 19 1978 12:00AM