Вы находитесь на странице: 1из 5

ANSWERS OF QUESTIONS FOR DISCUSSION

1)Analyze the buyer decision process of a traditional Porsche customer.


We have five steps in marketing decision making process which are;
1)
2)
3)
4)
5)

Need Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-purchase Behavior

Generally,first three steps of marketing decision making process are considered when a
customer face a new or complex purchase situation.However in our case, Porsche is already
known by its customer well and has high reputation among customers thats why Porsches
customers skip first three steps and goes on with forth step and fifth one, post-purchase behavior,
so on.
2)Contrast the traditional Porsche customer decision process to the decision process for a
Cayenne or a Panamera customer.
Firstly, it would be better emphasizing basic differences of these two models from usual
Porsche models. Cayenne is a mid-sized crossover model with 5 seats and 5 doors sport utility
vehicle. Panamera is a full sized luxury car with 5 doors fastback.
Those differences make changes in marketing decision making process. At that time, first three
steps are not skipped. The first step is still same for both customer groups however, although the
traditional Porsche customers skips the second step since they already know the information
about Porsche cars, Cayenne and Panamera customers make information search while they are
prefering those new models since they have slight different features. Then the third step is again
skipped because for both customer groups, Porsche is the one and only car with the exclusivity
and high distinctive. Lastly, forth and last steps are sam efor both customer groups.
3)Which concept in the chapter explains why Porsche sold so many lower-priced models in
the 1970s and 1980s ?
Porsche had differentiated ist products so the buyers decision process is also becomes
different for these new products.Adoption process explains why Porsche achieved high sale in the
given time period. Adoption process is defined as the mental process through which an individual
passes from first hearing about an innovation to final adoption. Firstly the customer becomes
aware of the models but they do not have adequate information about these new models.
Secondly, they learn what is new in the new models. Thirdly, they make assumption if it is worth
trying these products. Fourthly, if they have decided to try in the previous step, they tries in this
step. After trying new products, they adopt to these new models and Porsche makes so many
sales.

4)Explain how both positive and negative attitudes toward a brand like Porsche develop.
How might Porsche change customer attitudes toward the brand.
Negative attitudes are; production image:become numerious but not niche and the price
is high, thus, only certain people could buy the car.
Positive attitudes are; Separate the lower and upper class social status for uppers class,
create own exclusivity and maximize the utility and satisfaction, the customer who can afford
will have positive side views.
Porsche keeps them into a balance emphasizing the image of hihg performance as it was
known exclusively world wide by the brand.
5)What role does the Porsche brand plays in the self-concept of its buyers ?
If we classify the whole car customers into two groups which are upper class(has high
social status and income) and lower class(has lower social status and income), Porsche addresses
the upper class since it produces exclusive cars. If the price were is affordable to all people, it
would destroy the high level social status of the brand (negative attitude of upper class).Rather
than doing this, Porsche appeals to a very narrow segment of financially successfull people as the
price is very high due to good quality. So, Porsche creates a brand of exclusivity and uniqueness
without the argumentation from others. Then, put their buyer in their own class of exclusivity.

1. Analyze the buyer decision process of a traditional Porsche customer.


Porsche has traditionally developed a low volume and increasingly fragmented
auto market. The availability of only a few high end models created an image of
exclusivity. It is the image of exclusivity that is most important to Porsche consumers.
They want their
car to represent how successful they are.
2. Contrast the traditional Porsche customer decision process to the decision
process for a Cayenne or Panamera customer.
As opposed to the traditional Porsche consumer who is concerned with the way
the car sounds, vibrates, and feels, a consumer deciding between the Cayenne or
Panamera will take into consideration factors such as size and practicality. Interestingly,
both consumers are likely to be focused on factors such as speed and brand image.
3. Which concepts from the chapter explain why Porsche sold so many lowerpriced models in the 1970s and 1980s?
Cultural Factors (Social Class): having a Porsche is always meant for upper class
status, and having a Porsche allows customers to relate with this class. The Porsche 914
was an alternative presented to consumers who could not afford a traditional Porsche, but
wanted the image of the brand.
Personal Factors( economic situation): in the 1970s and 80s, Porsche took into
consideration consumers with lower income, so they produced affordable vehicles based
on the social class, the status, and the family needs of these consumers.
Psychological Factors( beliefs and attitudes): the perception of social esteem
among members of society led Porsche to develop cars that allowed users to feel as if they
belonged to the exclusive market, without having to sacrifice their lifestyle.
4. Explain how both positive and negative attitudes toward a brand like Porsche
develop. How might Porsche change consumer attitudes toward the brand?
Positive attitude towards Porsche develops when Porsche gives a chance to show
its costumer status in the society and separate them from the lower class. While negative
attitude towards Porsche develops when the brand doesnt represent the exclusivity and
the customers are not satisfied with the produce image anymore.
5. What role does the Porsche brand play in the self-concept of its buyers?
Porsche is capable of altering consumer attitude through its performance in
regards to consumer expectations of high performance. Porsches brand develops ones
sensing of the self-concept, and the self-image of being successful and wealthy by:
Producing very unique and luxurious vehicles.
Focusing on the appearance of the vehicles more than the performance.
Focusing on designing vehicles that would reinforce the feeling of success, and reflecting
the customers high self-esteem, their roles, and their status.

Question 1
Analyze the buyer decision process of a traditional Porsche customer. The
traditional Porsche customer, follow the first stage
1) Need Recognition. Most of the traditional Porsche customer is a financially
successful people who see themselves entrepreneurial. They are highly demanded. They
buy the car to stand for their lifestyle. And the customer started 2) information search for
the car, most of the customers will draw to Porsche. They admire their Porsche because
its a competent performance machine without being flashy or phony. 3) Purchase
decision: Most of the Porsche buyers are not moved by information but by feelings.
Because Porsche represent luxury and challenging, customer will buy it in order to make
difference or out of the ordinary.
Question 2
Contrast the traditional Porsche customer decision process to the decision process
for a Cayenne or a Panamera customer.
Traditional Porsche customer put more concentrate on the appearance; focus more
attention on the new model. Have less pursue of the functional facilities. While customers
for a Cayenne or a Pnamera, they know what certain type of car models they are suitable
for, or know more information about some inner facilities like the utility vehicles of the
cars.
Question 3
Which concepts from the chapter explain why Porsche sold so many lower-priced
models in the 1970s and 1980s? Macro environment insecureness:
Where the loyal customers sufficient to
keep the company afloat.
There was need for models for a bigger
Public (economic security)
Need for (technological) innovation
The company wanted to survive and in order to do this they had to keep the loyal
customers satisfaction lowing the cost allowing more people to buy. Also there models
changed in design as well as price since they wanted to open...

1. Analyze the buyer decision process of a traditional Porsche customer. What


conclusions can you draw?
The most important is the image of exclusivity the car provides. The care
represents how successful they are and is like a self-image.; it stands for the things owners
like to see in themselves and their lives.
Need Recognition Financially successful people
Information Search Strong and satisfying feelings
Evaluation Alternative Accomplish daily task
Purchase Decision Purchase intension & purchase decision
Portpurchase Behavior Consumer expectation and satisfaction
2. How does the traditional Porsche customer decision process contrast with the
decision process for a Cayenne or Panamera customer?
A traditional Porsche customer is more about the way the car sounds, vibrates and
feels. A Cayenne or Panamera looks for both, a family car and speed.
Evaluation of Alternative
The Porsche customers need to indentify whether they will choose for a common
model produced or sport utility vehicle. For instance, most Porsche customers prefer on
luxury car such as Porsche 911 which has a speed satisfaction.
Postpurchasae behavior
Some Porsche customers expect that Porsche Cayenne is sport utility vehicles but
they dissatisfied with the performance. For instance, one journalist said that the Cayenne
does not feel like and SUV but rather like a Porsche.
3. Which concepts from the chapter explain why Porsche sold so many lowerpriced models in the 1970s and 1980s?
A different class of people was then able to have a taste of exclusivity. The
concepts of Cultural Factors, the values of a Porsche are high and its a want to
consumers, when these wants is affordable to customers, they will but it.
4. Explain how both positive and negative attitudes toward a brand like Porsche
develop. How might Porsche change consumer attitudes toward the brand?
Positive attitude develops because Porsche gives a chance to show your status in
society. A brand like Porsche are develop by Social Factors. Customer buying a Porsche
wants to show their status and separate from the lower class.
Negative attitude develops when the brand does not represent exclusivity anymore
and a customer is not satisfied with the product image, which becomes numerous but not
niche. Porsche can change consumers attitude towards the brand by sticking to their
original image. Porsche should keep the image of their high performance and the behalf of
upper social level customer, who enjoy the experience of driving rather than
transportation.
5. What role does the Porsche brand play in the self-concept of its buyers?
They work hard to understand their customers and keep their image. The Porsche
brand plays a very important role, which is the upper level image of every customer of
Porsche self-concept. Owning the product of the brand is an image of successful and car
lovers, who have the social statues and style of tastes.