Professional Documents
Culture Documents
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.
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...