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Companies that are big enough to expand in other countries markets, can choose
to segment international markets using different factors:
Answer: Bentley uses income and social segmentation and targets the highest
income group with relatively not so much educated .Income segmentation is best
suited for products which are very specific and are priced high. The Social
segmentation practice generally seeks a group of people who commonly
hold social, cultural, economic or lifestyle traits.
Answer: The Bentley Brand Concept is based on the premise that a consumer
who regards luxury car brand characteristics as important or desirable, and is in
the market for such a luxury for such a luxury product, should be attracted to the
brand. Bentley is aware that for its brand be unique , it must have imagery and
symbolic meaning to a consumer.
Bentley Differentiated from the other brands by being a luxury Car Brand &
everybody knows Bentley is a luxury car. Differentiation is more on a product and
service level , and positioning happens inside of a mind.
"Fueled by Chinese consumers' recognition and enthusiasm for Bentley, They will
maintain the pacemaker position to be the most desirable brand in the segment
with top level service and high performance product. Bentley's market
performance is credited due to the strong products and strengthening emotional
connection with Chinese consumers.