Fr3Gt354Fr32R4F Essay

2160 Words Oct 12th, 2013 9 Pages
1. Analyze the buyer decision process of a typical Porsche customer.
2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer.
3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s?
4. Explain how both positive and negative consumer attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes towards the brand?
5. What role does the Porsche brand play in the self-concept of its buyers?

Porsche (pronounced Porsh-uh) is a unique company. It has always been a niche brand that makes cars for a small and distinctive segment of automobile buyers. In 2009, Porsche sold only
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Those models had a rounded, bubble shape that had its roots in the original Beetle but evolved into something more Porsche-like with the world famous 356 and 911 models. Finally, Porsche’s automobiles featured air-cooled four- and six-cylinder “boxer” motors (cylinders in an opposed configuration) in the rear of the car. This gave the cars a unique and often dangerous characteristic—a tendency for the rear end to swing out when cornering hard. That’s one of the reasons that Porsche owners were drawn to them. They were challenging to drive, which kept most people away.
Since its early days, Porsche has appealed to a very narrow segment of financially successful people. These are achievers who see themselves as entrepreneurial, even if they work for a corporation. They set very high goals for themselves and then work doggedly to meet them. And they expect no less from the clothes they wear, the restaurants they go to, or the cars they drive. These individuals see themselves not as a part of the regular world but as exceptions to it. They buy Porsches because the car mirrors their self-image; it stands for the things owners like to see in themselves and their lives.
Most of us buy what Porsche executives call utility vehicles. That is, we buy cars primarily to go to work, transport children, and run errands. Because we use our cars to accomplish these daily tasks, we base buying decisions on features such as price, size, fuel economy, and other practical

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