This report delves into the marketing strategies employed by BMW, a prominent multinational corporation in the luxury vehicle and motorcycle industry. The introduction provides a brief overview of marketing principles, the marketing mix, and BMW's global operations. The main body of the report comprises two key tasks. Task 1 examines BMW's background, including its history, global presence, and product offerings. It then analyzes BMW's promotional mix, detailing the company's advertising campaigns across various platforms, its public relations and publicity efforts, sales promotion tactics, event and experience marketing, personal selling approaches, direct marketing techniques, interactive marketing strategies, word-of-mouth marketing, and social media marketing initiatives. Task 2 explores the application of marketing models, specifically the AIDA model and the communication model, to evaluate the effectiveness of BMW's promotional activities. The report concludes with a summary of the key findings and insights, followed by a list of references.
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