Automotive Marketing Methods and Practice

Braden, Patricia L.; Marshak, Seymour; Whorf, Robert P.

i

Automotive Marketing Methods and Practice

1979-09-01
By Braden, Patricia L. ; Marshak, Seymour ; Whorf, Robert P.

File Language:

English

Details

Creators:

Braden, Patricia L. ; Marshak, Seymour ; Whorf, Robert P.
Corporate Creators:

John A. Volpe National Transportation Systems Center (U.S.)
Corporate Contributors:

United States. Department of Transportation. National Highway Traffic Safety Administration
Subject/TRT Terms:
Publication/ Report Number:

DOT-TSC-NHTSA-79-31 ; HS 804-522
Resource Type:

Tech Report
Geographical Coverage:

United States
Corporate Publisher:

United States. Department of Transportation. National Highway Traffic Safety Administration
Abstract:

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.
Format:

PDF
Download URL:

https://rosap.ntl.bts.gov/view/dot/11968/dot_11968_DS1.pdf
File Type:

[PDF - 9.20 MB]
Collection(s):

Volpe Center
Main Document Checksum:

urn:sha256:5d489ab7718362d15e4f3589295ae330e8202490a3496d566d36c8c79c320514

File Language:

English

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