Marketing Report: Jennings Car Dealership Case Study

This report provides a comprehensive analysis of the marketing strategies employed by Jennings Car Dealership. It explores the significance of marketing in business, emphasizing its role in building customer relationships and increasing sales. The report delves into how cultural differences affect and alter marketing messages, using examples to illustrate the impact of norms and behaviors on consumer purchasing decisions. Furthermore, it examines the rationale behind targeting specific customer groups, discussing segmentation based on demographics and psychographics to enhance sales and tailor marketing efforts. The study concludes by highlighting the importance of marketing activities, including social media engagement and customer reviews, in building trust, increasing awareness, and ultimately, driving sales and profitability for the dealership. The report underscores the need for strategic marketing campaigns to effectively communicate the value of products and services to a target audience, considering cultural nuances and individual preferences.

Marketing for business

Table of Contents
INTRODUCTION...........................................................................................................................1
Importance of marketing within businesses................................................................................2
How cultural differences alter the marketing messages..............................................................2
Why groups of customers are targeted for selected services & products....................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing can be defined as an activity and processes for delivering, communicating and
exchanging offerings that have more value for customers and society. This present study if
marketings is all about car dealership. It is a type of business that sells the new and used cars at
the retail level which is based on the dealership contract (Hatani, 2017). This study will show
about the importance of marketing and the factors like cultural differences that affect and alter
the marketing messages. It will also show about the reason of marketing manager of targetting a
group of people.
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MARKETING PRODUCTS AND SERVICES IN S JENNINGS CAR DEALERS
Importance of marketing within
businesses
Marketing plays an important role
because it allows businesses to
maintain and develop long lasting
relationship with their customers.
Developed relationship increases
loyalty which lead to increase sales
and profitability.
It is very important for marketing
manager of car dealership of
Jennings motor group to invest in
marketing campaigns in order to
boost their dealership reputation.
This group and car dealership
limited company uses various
techniques of marketing such as it
offers free servicing for a year and
car wash services, incentives for
referrals and house calls programme.
House calls programme is one of the
best method of marketing for car
dealership. There are various
activities included in marketing
which directly help the company as
activities are associated with selling
their products and services in an
effective manner (Lovelock and
Patterson, 2015).
How cultural differences
alter the marketing
messages
Cultural environment
changes one country to
the other. Cultural
differences can have a
significant impact on the
activities of marketing of
Jennings motor group as it
can also alter the
marketing messages.
Cultural differences and
the norms and behaves
that they follow can affect
consumer behaviour in
various ways.
For example, Jennings
motor car dealership
company want to sale a
used car in well condition
but they charge high for
that. People of educated
country can know the
importance and reason of
high price as they know
that the vehicle is in well
condition. On the other
hand uneducated people
Why groups of customers are
targeted for selected
services & products
Segmentation and targetting
are the most important part of
marketing. It is important for
marketing manager of
Jennings car dealership
company to target their
customer and segment them
into a group on the basis of
gender, educational level, age,
marital status etc. Different
culture have different types
of people and they have
different needs and tastes and
for the businesses it is not
possible to fulfil needs of all
type of people at the same
time. So they segment and
target their people (De Mooij,
2015).
This company focus on
physiographic segmentation
on the basis of needs and
interest of people regarding
different types of cars. The
main aim of doing this
segmentation and targetting is
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Marketing can be defined as an
important tool for businesses
because it increases awareness. By
increasing awareness, Jennings
motor group company can easily
build an audience of potential
customers who know that what is
the purpose of its business and the
characteristics of products which
they serve and offer. When more
people know the importance and
characteristics of serving products
then they are more likely to buy
products and become customers for
the long run. It can be possible only
by an effective marketing
campaigns, hence it can increase
sales of the company. This company
also focus and more active on social
media as it creates YouTube videos.
Customer can save their time as they
can see images and details of car
which they want to purchase and
before going to purchase they can
search related videos. It is beneficial
for the company as well as
customers.
do not understand the
importance and reason of
manager of selling used
car at high price.
It affects their thinking
and purchasing behaviour.
Different type of people
and people from different
culture decide what to eat
and what to wear as it all
depends upon their
cultural norms of their
society (Rowley, 2016).
For solving these type of
problems Jeggings motor
car dealership company
take reviews in order to
know their needs and
demands which help them
in making marketing plan
more effectively.
Tastes of people differ
from country to country
and they can not move
away from their cultural
values. All the norms and
differences have a
significant impact on the
marketing activities and
can also alter marketing
to increase their sales as By
segmenting target people
which have same
characteristics make them
able to fulfil needs of
customers. It also helps to
craft specific message in an
effective manner. Marketing
manager can also focus on
potential as they do not have
the resources and enough time
to reach everyone with a
product message.
Identifying a target market
can be very helpful for the
businesses to focus on
potential and those customers
who are more likely to
purchase their products. It can
increase their sales and
profitability. It uses various
strategies for effective
performance and being in a
competition. IT is an cost
effective strategy that helps
them in making decision
effectively and accurately.
Marketing manager of Car
dealership can save their
money and cost by targetting
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People generally buy products from
businesses that has a trustworthy and
positive reputation. They become
sure that they can trust the business
from they buy the products. For
building trust it is very important for
this company and the marketing
manager to invest in marketing and
do all the activities in an effective
manner (Chernev, 2018).
messages. Indian culture
does place restriction in
context of choices of food
& fashion. Whether, other
country's people are not
bound and restricted in
terms of fashion. So it can
be said that cultural
differences in various
things can affect people's
personal choices and
marketing messages.
Marketing is the control
of cultural messages so
for them it is important to
make all the people
understand their messages
in order to achieve their
determined goals. US is
considered is highly
individualistic as they
make purchasing
decisions based on the
personal preferences. On
the other hand some
countries like Japan,
people make purchasing
decisions based on the
welfare of the group
(Ascarza and et.al., 2017).
potential customers and
people and can get a better
return on them. The main aim
of marketing is to understand
the needs and demands of
customers and by targetting, a
manager can make it easy to
better understand their target
people's needs and them fulfil
in an effective manner. It can
improve their brand image as
well (Pooler, 2018).
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CONCLUSION
From the above study it has been concluded that marketing played an important role
within businesses as they helped the marketing manager in identifying the needs and
informations related customers. Marketing manager targeted their customers in order to
increasing their sales and fulfil needs of all types of customers. Cultural differences also effected
and altered the marketing messages and it has various reasons to target a group of people on the
basis of gender, age as it supported to businesses to increase their sales.
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REFERENCES
Books and journals
Ascarza, E. and et.al., 2017. Beyond the target customer: Social effects of customer relationship
management campaigns. Journal of Marketing Research. 54(3). pp.347-363.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
De Mooij, M., 2015. Cross-cultural research in international marketing: clearing up some of the
confusion. International Marketing Review. 32(6). pp.646-662.
Hatani, L., 2017. Integrated Supply Chain Management Practices in the Flow Information
Toyota Car Dealer in Kendari. The International Journal of Engineering and
Science. 6(1). pp.36-43.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
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