清白的意思Global marketing strategy of BMW
A BMW 7 Series dan is displayed inside the BMW 7 Series Mobility Lounge which the German automaker’s Korean unit opened in Cheongdam-dong, one of the wealthiest districts in southern Seoul, to cater to the buyers of the flagship luxury dan. / Courtesy of BMW Korea |
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German automaker targets premium gment only and succeeds
The world has continued efforts to globalize the market. Global players, including BMW, a prominent automaker from Germany, are vigorously articulating marketing strategies to create value that better rves customer needs.
Firms eloquently and heavily emphasize marketing functions becau they play a critical part in identifying gaps in the market and developing new products and rvices to fill tho gaps.
BMW ems to understand this logic of the necessities for global marketing in an ideal manner to perform beautifully in the Korean market.
In order to create a successful marketing plan, managers must configure the varying aspects of marketing mix and identify preci market gmentation to understand different patterns of customer purchasing behavior.
better什么意思翻译BMW implemented a different marketing mix to ll cars to different socioeconomic gm
ents, aggressively emphasizing premium gments. BMW initiated the goal of gmenting the premium market by optimizing the fit between the purchasing behavior of consumers and the marketing mix to maximize sales to that gment. Responding nsitively to unique values and purchasing behavior enabled BMW to transcend intended performance.damnit
poemeTo begin with, BMW vehicles ll well to consumers who have high standards for quality, luxury and performance becau BMW builds tho attributes into its automobiles.
The fact that BMW concentrates on premium gments on a global scale and consistently defines high-end brand identification renders success. Attractive and trendtting products ranging from the 3 to 7 ries that deliberately focus on affluent customers demonstrate the success of the automaker’s global marketing strategy.
The firm’s global marketing strategy reprents leadership through innovation. Originally an aircraft engine manufacturer, BMW incessantly sought an innovative spirit to satisfy the premium market’s demands.
Recently, requirements for clean energy and green environmental factors have rendered many companies to concur with their business strategies with the shifting paradigms of environmental demands.
冲正BMW’s innovation initiates from the realization of such requirements for clean energy, such as hydrogen. The innovative spirit of BMW’s testing of hydrogen-fueled automobiles since 1978 and applying the technology to production demonstrates its futuristic mindt and innovative leadership.
BMW creates value, competitive advantage and ramifications of innovation through various marketing efforts heavily
committed in the premium gments of significance.
Helmut Panke, former BMW chairman said, “We believe a company can only think in one t of terms. If you are premium, you have to focus on it.”
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indemand>stingingThough disciplines of marketing are universal, the method of global marketing strategy th
at BMW address reflects the significance of premium relevance.
BMW does not feature minivans gmented as MPV (multi-purpo vehicles) in its product lineup.
名著下载The logic is simple. BMW is a premium brand that does not compromi and cater to any gment of the market. Its global marketing strategy underscores the lected premium target market.
In addition to premium marketing, BMW has shifted its position as “the ultimate driving machine” to “sheer driving pleasure” that refers to a gradual movement from the emphasis on automobile performance to the involvement of customers and taking emotional factors into rious consideration.
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The company attempts to underpin the new theme of communication that integrates superior performance of automobiles into emotionally nsual marketing communication worldwide. The global marketing strategy underscoring activities that form an emotional f
oundation spotlights consumers actually enjoying driving premium and superior automobiles that BMW create.
Not to be conventional, the emotional marketing perspective that intertwines with the premium marketing in BMW’s global marketing strategy interplays synergistically to maintain its strong leadership in the automobile industry.
Advertising appeal is the communicative approach relevant to the motives of the targeted customers. Emotional appeals may evoke feelings of respon that directly affect customers purchasing behaviors. BMW perspicaciously combined premium marketing and molded into emotional marketing to reprent the company’s global marketing strategy.
