Marketing Case Study
Case Study #7: GE
Question 1: Discuss the importance of B-to-B marketing and a strong B-to-B brand to GE.
Needless to say it is very important to GE that they do well in B-to-B marketing and maintain a strong B-to-B brand. One of the obvious reasons is that a lot of GE’s product and service are business-oriented instead of consumer oriented, such as oil & gas, jet engines and industrial appliances. Many times, businesses need to be treated just like a human consumer, principles of basic marketing also apply to business marketers like GE.
Question 2: Have “Imagination at Work,” “Ecomagination,” and “Healthymagination” successfully communicated GE’s focus on its newer endeavors? Why or why not?
Yes, they have. Because “Imagination at Work” successfully highlights GE’s focus on new technology used in the work place such as aircraft engines and medical systems. “Ecomagination” naturally leads people to think of “eco” and “environmentally-friendly” and it emphasizes GE’s new focus on “green technologies” such as solar energy. “Healthymagination” is even more obvious in promoting health and medical technologies. Each of the three campaigns has their own focus yet shares the same word “imagination” to pull the identity of the much diversified company together.
Case Study #8: BMW
Question 1: What are the pros and cons to BMW’s selective target marketing? What has the firm done well over the years and where could it improve?
Pros: Recognize customer differences and identify their needs better; build a strong reputation in a specific product area; boost brand loyalty; achieve more efficient in reaching to the group of consumers they have the greatest chance of gaining and satisfying; when marketing efficiency increases, profit increases.
Cons: They may leave some potential customers out of the target; limit market share; heavily rely on market research being accurate in identifying their target market.
Question 2: BMW’s sales slipped during the worldwide
Question 1: Discuss the importance of B-to-B marketing and a strong B-to-B brand to GE.
Needless to say it is very important to GE that they do well in B-to-B marketing and maintain a strong B-to-B brand. One of the obvious reasons is that a lot of GE’s product and service are business-oriented instead of consumer oriented, such as oil & gas, jet engines and industrial appliances. Many times, businesses need to be treated just like a human consumer, principles of basic marketing also apply to business marketers like GE.
Question 2: Have “Imagination at Work,” “Ecomagination,” and “Healthymagination” successfully communicated GE’s focus on its newer endeavors? Why or why not?
Yes, they have. Because “Imagination at Work” successfully highlights GE’s focus on new technology used in the work place such as aircraft engines and medical systems. “Ecomagination” naturally leads people to think of “eco” and “environmentally-friendly” and it emphasizes GE’s new focus on “green technologies” such as solar energy. “Healthymagination” is even more obvious in promoting health and medical technologies. Each of the three campaigns has their own focus yet shares the same word “imagination” to pull the identity of the much diversified company together.
Case Study #8: BMW
Question 1: What are the pros and cons to BMW’s selective target marketing? What has the firm done well over the years and where could it improve?
Pros: Recognize customer differences and identify their needs better; build a strong reputation in a specific product area; boost brand loyalty; achieve more efficient in reaching to the group of consumers they have the greatest chance of gaining and satisfying; when marketing efficiency increases, profit increases.
Cons: They may leave some potential customers out of the target; limit market share; heavily rely on market research being accurate in identifying their target market.
Question 2: BMW’s sales slipped during the worldwide