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Marketing Essay

2365 words - 10 pages

Marketing 101: Major essay

In regards to the given quotation, it is evident that throughout time consumer choice has gradually changed to suit their specific needs and also the needs of their environment. This can be seen with the concept of sustainable development of resources to ensure the protection of the environment. Actions and products to help this cause which companies have developed are eco friendly products, for this specific example we see the emerging of zero –emission vehicles. To analyze and assess the current marketing strategies for companies to successfully sell these products, it is important to consider and understand the variables that influence consumer choice. These ...view middle of the document...

This created demand for smaller, more fuel efficient cars, which therefore lead to automakers creating new cars such as ZEVs. Also it has been shown that governments have encouraged manufacturers to increase the fuel efficiency of their vehicles, as a result to try and control emissions and in part to slow the depletion of oil supplies and mitigate concerns about reliance on oil imports.
It can be argued that through the private sector, it can be used to greatly influence the marketing environment for the ZEVs. It is evident that policy makers for the private sector understand that by having a larger amount of sales in ZEVS will result in a greater increase in air quality and consequently lead to a reduction in demand for non-renewable energy resources. Policies can be broken up into two categories that can influence the industry and public or the consumer market. Policies that are aimed at the industry and public sector can be viewed as financing industry subsidies, partnerships, loans, purchased subsidies, mandating purchases. Policies that affect the consumer market can be seen as subsidies for clean fueled vehicles, taxes on gasoline, provision for express lanes, special parking and other benefits for clean fueled vehicle owners.

From these external influences on the marketing of ZEVs we can see that the current marketing environment for these products as only getting better. Reason for this is because there is a growing awareness for environmental protection; they will try to do so with adopting the concept of saving the environment hence the marketing of ZEVs will be more appealing to them.

From this marketing environment, it is important to analyze and know what the variables are that influence consumer choice. One of the main variables that are used to analyze consumers is the demographics of the consumer. By this marketers are able to establish the relationship between the casual explanation for behaviour and the likely observable distribution of that behaviour. By breaking the demographics of the consumer even more, you are able to gain a more comprehensive understanding of their influence on what they purchase. The influence of their ethnicity is a great influence of how they perceive goods and services, depending on their culture, they will deem what is important and necessary to what is not. This can be reflected in the ways that their culture will perceive value for the environment and therefore they will deem if it necessary and important enough to purchase a ZEVs. The household composition which is further influenced by the age, income, marital status and ethnicity. This is further complicated by the different ways in which people live, for example, with or without kids, divorce rates, number of people renting or buying etc. Therefore depending on this the household may choose to buy a ZEV if it is beneficial to the family, the interest of the family or whether they are environmentally aware. Another important influence...

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