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 Premium Brands in the Automotive Industry. BMW vs. Mercedes-Benz
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Premium Brands in the Automotive Industry. BMW vs. Mercedes-Benz

издательство Книга по Требованию Собственное дело. С чего начать предпринимательскую деятельность
Cтраниц 48        мягкая обложка       
Аннотация:According to the BBDO Brand Equity Drivers Model© the price premium is mainly justified through brand characteristics and brand values. There are hundreds of brands in the automotive industry but just a few among them are premium car brands. The analysis based on two of the most successful premium car brands, BMW and Mercedes-Benz, shows that when the right characteristics and values are addressed the resulting brand strength justifies, in the eyes of the customer, a price premium of about 20%. These specific brands enjoy a fantastic reputation which allows them to charge a much higher price for their products. Furthermore this paper addresses the question «What justifies the price premium». Everyone, be it students or professionals, who is interested in the fields of Marketing and Branding with reference to the automotive industry should be able to enjoy reading this paper. The target group of this paper is actually a very general one. This paper therefore examines premium brands and their characteristics; it defines their success factors and their challenges.
Издательство: Книга по Требованию
Год:2008
Цена:
2007 руб
Нет в наличии
Поиск: Premium Brands in the Automotive Industry. BMW vs. Mercedes-Benz
НОВЫЙ ГОД СИМВОЛ 2013 ГОДАУКРАШЕНИЯ
КАРНАВАЛ НА НОВЫЙ ГОД РАСПРОДАЖА
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Конкуренция как механизм саморегулирования рыночной...

Усиление конкуренции среди продавцов способствует понижению чрезмерно высоких цен, увеличивает сбыт продукции, что приводит рыночную цену к равновесному уроню. Другой фронт развертывается среди покупателей, которые заинтересованы выгодно приобрести продукты и вместе с тем готовы «потеснить» других претендентов на нужный им товар. Наконец, главный фронт «сражения» проходит между армией продавцов и армией покупателей, стоящих на противоположных позициях в отношении уровня цены. Первая из них стремится продать свои изделия подороже, а вторая— купить вещи по меньшей цене. Глава 2. Конкуренция автомобилей BMW и Mercedes на российском рынке 2.1 История марки Mercedes-Be z С 1901 года имя Mercedes стало торговой маркой автомобилей, выпускавшихся немецкой компанией Daimler Mo ore Gesellschaf . Ее основал Готлиб Даймлер в 1890 году в Бад Каннштате, близ Штутгарта, на базе своей мастерской, где в 1885-1886 г.г. он построил, считающимся первым в мире, 4- колесный автомобиль с бензиновым мотором. В 1926 году произошло слияние двух крупных автомобильных компаний и с этого момента вновь испеченная фирма Mercedes-Be z ведет свой отсчет. Романтическому названию Mercedes фирма обязана дочери австро-венгерского консула в Ницце Эмиля Еллинека, назвавшего ее именем в 1901 году специально заказанный для него Daimler.
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