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Essay / Research Paper Abstract
This is a 4 page paper that provides an overview of effective marketing strategies for the Chevy Volt. Emphasis is placed upon appealing to the cultural values of the electric car demographic. Bibliography lists 2 sources.
Page Count:
4 pages (~225 words per page)
File: KW60_KFelecar.rtf
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Unformatted sample text from the term paper:
the Coda sedan, or the offerings from Mercedes Benz and Saab? While entirely electric cars are still very new to the market, cars themselves are not, and consequently, there is
a great deal of preexisting public expectation about how a car is supposed to perform that will have to be addressed by an effective marketing campaign. For instance, cities have
been built up around gas-consuming modes of transportation for decades, leaving us with an infrastructure designed to support those modes of transportation; if electric vehicles are to be effective introduced,
they will have to not only be appealing in their own right, but will have to integrate with these pre-existing frameworks and expectations. This paper will henceforth outline a marketing
strategy design to accomplish exactly that, while appealing to the motivating factors in consumer car purchases and establishing the General Motors vehicle in question, the Chevrolet Volt, as a totally
unique addition to the automotive industry. To understand where we want to go with this approach to marketing strategy, its important to understand and integrate some of the criticisms culled
from the public that have been leveled at the Volt and at General Motors in general. A number of sources seem flustered with General Motors decision to emphasize the "40
mile range" of the Volt, seeing it as thoroughly unimpressive and ill-suited as the center of a major marketing campaign (Hopper, 2008). Accordingly, public conception of the Volt among many
has already been established as a low-performance vehicle, and this disparity must be addressed (Hopper, 2008). To combat this, efforts must be taken to establish the reputation of the Volt
as a progressive entry into the electric car market. This paragraph helps the student show how the marketing strategy should focus on appealing to the values of the customer
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