Advanced Automobile Concepts - Asheton Spragues ….docx

Unit 1Case 1.2Brief Summary OfZEN MotorsNick Thomas is the CEO of Advanced Automobile Concepts, which is a new division of Zen Motors. Zen has been losing market share to other competitors so ACC was created to revive the aging ZEN automobile brands. They will accomplish this by either fixing their older models or inventing new ones that compete with the models in today’s market.He believes that their most significant losses are due to foreign brands increasing in popularity in the market place. Nick looked at the company’s sales data from the last ten years and accessed the trade industry articles and noticed that smaller fuel efficient cars are well liked. Zen’s large luxury car has a lot of foreign competition which is detrimental considering they make the most profit from their larger vehicles. They have been reluctant to spend more money on developing new designs because they have done well in the past with their current models. Due to the current economy, fuel prices have risen causing their sales toplummet. Nick is considered about this and the increasing global warming because it could affect consumer behavior towards their automobiles.Types of Marketing ResearchIdentifying Market Opportunities and Problems-Competitive Analysis-Environmental Analysis Study-Product/Service Usage-Market Demand DeterminationGenerating, Refining, and Evaluating Potential Marketing Actions-Reformulating Existing Product Testing-Pricing Tests-Advertising Pretesting-New Product Prototype Testing-Concept Tests of Proposed New Products or ServicesMonitoring Marketing Performance-Tracking Studies-Image Analysis-Customer Satisfaction StudiesImproving Marketing as a Process-How can ZEN motors use their customers to help them create innovative new products and services?-How can their advertising better promote their brand?-How can marketers better access customer satisfaction?Case 2.1 Question 2Descriptive Research.-“Describes such things as consumers’ attitudes, intentions, and behavi