Introduction to Marketing

Introduction to Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
Assessment Questions.....................................................................................................................3
Discuss about the consumer decision-making process applicable to automobile industry.........3
Apply porter’s five force of Toyota.............................................................................................5
Discuss about the Toyota and brands from companies...............................................................7
Explain a range of different segmentation, targeting and positioning strategies used by Toyota
.....................................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing is based on the different activities performed by organization undertake to
promote their buying or selling of product as well as service. Marketing includes selling,
advertising and delivering the different products to potential consumers. This documentation will
discuss about the consumer decision-making process which applicable within automobile sector.
Furthermore, it will describe about the Porter’s five forces model that help to utilise
competitive advantage in global marketplace. However, this documentation will explain the
brands of automobile by using BCG, GE Matrix.
Assessment Questions
Discuss about the consumer decision-making process applicable to automobile industry
The consumer decision-making process is based on the method or technique by which
potential consumer become aware and identify all essential need or requirement. In Toyota,
enterprise manager have been collecting or gathering large amount of information relevant to the
consumers’ needs (Liu, Xiao and Song, 2019). As per understanding the consumer decision
making process which become consider as important to any kind of enterprise but in automotive
enterprise have a unique opportunity to optimize it.
The consumer decision-making behaviour is consider as complex procedure that involves
everything starting from recognition of problem during purchasing activities. Each and every
consumer have different needs in the daily basis so that it help them to achieve desirable goal or
objective. There are different kind of consumer decision-making process in which help them to
achieve its desirable goal or objective.
Need recognition- It is mainly occurred when potential consumer exactly identify the
specific need or requirement towards automotive industry. Potential client may feel like that they
are missing out something, but important to address specific issue or problem. Afterwards,
Toyota will help them to fill all kind of gaps (Zhang and et.al., 2019). Automotive industry are
able to determine when target market but starts with developing suitable needs, wants.
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Sometimes, it become easier for Toyota enterprise to increase advertisement opportunities in
global marketplace.
Information Search- It is important part of consumer decision process where they have
focused on search large amount of information which tends to change as continuously as
consumer requirement. Through this, it help for buyers to get more information about vehicles
and their automotive features which can easily satisfy their need or requirement. Large number
of information can be obtained through recommendation from different potential buyers who
have been experienced with quality of items.
At certain level, potential consumer have tends to assume all kind of risk management
and then prepare a list of features of Toyota brand. This can be done because many people do not
want to regret of their own buying decision. Information of automobile products can be
identified by different sources such as Advertisement, promotional campaigns and other
newspaper, magazine.
Evaluation of Alternatives- it is another important step that needs to be evaluating
different alternative regarding automotive items which are already available in market along with
product life cycle. Once, it has been identified by potential client whereas they can easily satisfy
their needs. Afterwards, it will start to seek out their best option within automotive products as
well as services (Zhang and et.al., 2019). Consumer will be evaluating the vehicles on the basis
of price, quality and other factors. Through this, client is also compared the price or review, then
selecting appropriate product which completely satisfied their parameters.
Purchase decision- In this phase, it has been analysed the consumer purchase decision of
Toyota, decided to make a better purchase decision (Zhang and et.al., 2019). It is one of the most
important stage where potential consumer has evaluated all kind of facts and arrived within
logical conclusion. Sometimes, it is influenced as different marketing campaign that always
support for consumer to establish personal experience.
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