Ji Ji Ji Ji Jiji

In: Business and Management

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INTI INTERNATIONAL COLLEGE SUBANG
MKT2080 / MKT210: PRINCIPLES OF MARKETING
MAY 2012 SESSION
Name: Lim Han Juan Student ID: J12010794
Course Code: MKT2080 Section: MAY 2012 1. Analyze the buyer decision process of a traditional Porsche customer.

First step of the buyer decision process is need recognition. The financially successful people 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. The next step is information search. Most Porsche buyers are not moved by information but by feelings. People admire Porsche because it is a competent performance machine without being flashy or phony. Furthermore, the next step is evaluation of alternatives. They develop a personal relationship with their cars, on that has more to do with the way the car sounds, vibrates, and feels, rather than the how many cup holders it has or how much cargo it can hold in trunk. Next is purchase decision. The Porsche customers were drawn to the cars of its unique and often dangerous characteristic, a tendency for the rear end to swing out when cornering hard. Besides, they buy Porsches because the car mirrors their self-image; it stands for the things owners like to see in themselves and their lives. The post purchase behavior is the last step. People buy Porsche because they enjoy driving. One successful businesswoman and owner of high-end Porsche said, “When I drive this car to the high school to pick up my daughter, I end up with five youngsters in the car. If I drive any other car, I can’t even find her; she doesn’t want to come home.

2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer.

First step of the decision process for a Cayenne or a Panamera customer is need recognition. A category of…...

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