Here is the synopsis of our sample research paper on Marketing of Toyota Compared with the Subsidiary Brand Lexus. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 16 page paper examines the marketing of Toyota, comparing and contrasting it with the way that marketing have been undertaken by one of the subsidiary companies; Lexus. The way that marketing is used, approaches to issues such as the standardization or customization, the use of brands and the increased movement towards fragmentation all discussed. The bibliography cites 20 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEmarktoy.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
to make the goods appealing, show consumers how these goods will need their needs or desires, in some cases there may even need to be the creation of the perceived
need or desire. Without marketing firms will lack exposure in their markets, in some niche markets, where firms have only a limited capacity this may not be problematic, but for
most businesses there is a desire to increase sales, and where a firm is seeking to attract the mass market they are unlikely to be successful without effective marketing, especially
when in the mass market segments of any industry a firms competitors are likely to be marketing, so to fail to market wil place a firm at a disadvantage (Mintzberg
et al, 2008; 2003). However, the way marketing is undertaken may vary, even when looking at a firm and its subsidiaries, with various approaches adopted.
A firm may choose to adopt a standardised approach, with subsidiaries following the same patterns and strategies, or even incorporated within the marketing, a fragmented approach make
be taken, where separate identities are created, but it is also possible that core messages and values may remain the same (Roth, 1995; Szymanski et al, 1983). Alternatively a highly
differentiated approach where there are not only separate images, but there are also separate values, this is a strategy that may be used where a firm wants multiple positions in
a single market, or to attract different target markets (Kotler and Keller, 2008). A firm that has faced many difficulties in 2010 has been Toyota, with the need to
make recalls and halt sales of some cars the firm has faced a great deal of publicity, yet the firm appears to have recovered; in March 2010 Toyota saw sales
...