Q#1: Analyze the buyer’s decision process of
traditional PORSCHE customer?
ANS: The buyer’s decision process of traditional PORSCHE
o They donot follow the all the steps of “Decision Making
o They jumps directly on the “PURCHASE DECISION
PROCESS” and then follow the POST PURCHASE PROCESS”.
POST PURCHASE PROCESS
• They don’t have need, but their desire drives them to
go for PORSCHE.
• They are habitual users and they are aware about
the uniqeness and innovativeness.
• These are usually financially suceesful and brand
concious people who only have concern with
satisfaction, value and pleasure and they only buy
those vehicles which suits them best.
• After purchasing, they only think that what decision
they had made is fulfilling their desires.
Q#2: Contrast the traditional PORSCHE customer
decision process to the decision process for a Cayenne or
a Panamera customer.
oTraditional PORSCHE model: Having usually two doors
and slow in speed.
oCayenne: five doors mid sized luxury car but SUV(sports
oPanamera: five doors full size luxury car
The customer decision process of Cayenne or Panamera are quite
different from traditional PORSCHE customers because:
Cayenne and Panamera are two new cars for them and they
had never experience these two models of PORSCHE before
so they have to follow:
DECISION MAKING PROCES ADOPTION PROCESS
NEED RECOGNITION DEVELOP INTEREST
INFORMATION SEARCH AWARENES
EVALUATION OF ALTERNATIVES EVALUATE INFORMATION
PURCHASE DECISION TRIAL
Q#3: Which concept from the chapter explains why
PORSCHE sold so many lower-priced models in 1970’s and
ANS: PORSCHE lowered the price as well as change the
design of it models during 1970’s and 1980’s because:
Director of PORSCHE analyzed that there was need to
serve large amount of people(micro environment to macro
environment) for economic security.
PORSCHE senior management was feeling insecure about
there long term survival and business promotion.
Loyal customers of PORSCHE were not enough to
increase the growth of company.
In future, if PORSCHE carry the same strategy then
PORSCHE would have face failures because its competitors
would go far ahead of PORSCHE.
Q#4: Explain positive and negative attitude towards a brand
like PORSCHE develop. How might PORSCHE change
consumer attitude toward the brand?
ANS:“SOCIAL FACTORS” plays a very important role in
creating positive and neegative attitude in people towards
Elite class people were buying luxurious PORSCHE models
which seperates them from lower and middle class people
and provide them elegant and honourable status among
others and they were happy that PORSCHE is distinguishing
them from others.
• When PORSCHE expanded its targeting strategy, then
premium class and loyal customers started to feel less
reputative and degraded because they saw common
people purchasing the same brand and this was the time
when negative impression of PORSCHE was created.
• People who cannot afford PORSCHE cars claimed that
PORSCHE is dividing people in to different groups in
terms of money.
• PORSCHE change customers attitude towards its brand
by retaining and launching exclusive and expensive cars,
which cleared that PORSCHE cars were only for
wealthiest segments and that was for regaining the trust of
Q#5: What role does PORSCHE brand play in the
self-concept of its buyers?
ANS: The brand PORSCHE plays a vital role in the self
concept and self image of its buyers by:
•Producing the unique and stylish vehicles.
•Creating special group of customers.
•Focusing more on appearance and performance.
•Maintaining the highest level of exclusiveness.
•Creating a high social status.
•Reinforce the feeling of success and pride.
LEARNING AS A MARKETING MANAGER:
• Using marketing concepts to its fullest mean to achieve
• Realize that brand image is very important thing.
• Give importance(value and satisfaction) to customers to
float for long term. Customers are most profitable assests.
• Using the 4p’s of marketing to get benefits as well as
increase growth rate.
• Dividing and targeting the best segment according to our
product to achieve maximum profit.
• Expand targeting strategy by attractively positioning and
• Never give a break to business when face failures but try to
come up with more potential to regain the trust of
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