Marketing consumer behavior essay

1 . (a) The types of market segments presently existing for the Hummer in the consumer market are often men with household earnings varying between 200 and 300 thousands of dollars per year. Most of these guys already very own two or three cars. More doctors will purchase Hummers than lawyers. The forex market segment comprises mostly of entrepreneurs in contrast to corporate conformists.

(b) The types of market portions in the b2b market are mainly associated with the authorities / army / ALL OF US Army fleets. AM Standard, producer with the Hummer, has also signed a number of licensing deals for the use of the Hummer name-with Converse to promote rugged shoes or boots and with Timex to produce a “Hummer enjoy.

2 . There are plenty of pros and cons linked to the above industry segments. Pertaining to the consumer marketplace, the demand is created by a incredibly narrowly identified group of buyers. A specific target market is positive thing pertaining to producers of any good such as a Hummer, nevertheless it is very constraining to the total demand from the product. Basically, the vast majority of the united states population comes with an annual household income a vast amount of less than 200,000 dollars and is also not business lead by incredibly successful business people or doctors. AM General knows which sort of consumer to target, but the number of consumers in the market is actually small. Great news for the business-to-business industry! If I AM General can certainly still satisfy the requirements of the US military, they are virtually guaranteed a continuously existing market. The market may shrink and expand from time to time, though the US government will still demand armed forces vehicles so long as world peace ceases to exist.

With the falloff in demand from the government section, AM Standard should target the consumer industry more heavily. With web commerce booming and many entrepreneurs creating new innovative dot-com corporations, there are men out there with money to shell out! Because Hummers are more of a luxury item to own rather than conventional sort of transportation, the marketplace would be similar to that of the Ferrari or perhaps Lotus Esprit ” type vehicles.

3. AM General’s marketing mixture will change between that for the consumer and that to get the business-to-business segment. Intended for business-to “business transactions, merchandise will meet the specifications wanted by the business (their needs). Place basically too crucial. Price is basically lacking competition for the most part, and may only be important as to what the government can afford (contracts? ). Promotion will not be an enormous concern in this article, either. Am General should provide information that will make the us government realize that many (vehicles) will be strong, dependable automobiles by which the government will certainly benefit from (they will help in military defense and development). For consumers, ARE General will have to work a bit harder inside the promotional place. The term and image of the vehicle by itself will attract buyers who wish to identify with this photo. However , the consumers have to believe that a Hummer can actually be motivated around conveniently and safely by any consumer, not really by just the military. Value will be of significance. Very few people should be able to purchase this kind of expensive, not practical vehicle. Place may be of importance as well. The Hummer can be more attractive to people living in selected types of terrain wherever they truly feel they can enjoy the luxury with the outstanding overall performance of a Hummer off road, in water, sand, etc . Does there need to be Hummer car dealership on every nook in every metropolis? No . Hummers should be offered upon unique request because their target audience is so certain. If a buyer wants 1, they will search for one. They won’t decide to visit the dealership on their method home via work and work a package! Buying a Hummer is a significant decision (for most of us, anyway).

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