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Essay / Research Paper Abstract
This 4-page paper examines marketing and pricing strategies used for the two-wheel Segway. Bibliography list 4 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTsegstrpr.rtf
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Unformatted sample text from the term paper:
the worlds first commercially produced electric car. No one took a look at it, however, and before the end of 1985, the price dropped from $520 to $190 to clear
out the unsold stock. In total, 12,000 of the cars were produced. Less than 20 years later, U.S. inventor Dean Kamen launched
the Segway HT, allowing people (i.e. pedestrians) to travel further and longer than ever before. Kamens grand idea was that the Segway would "cause cities to be redesigned, help wean
the world from oil dependence, compress time and space for pedestrians and raise productivity for corporations and government agencies" (Harmon, 2001). Some
seven years later, however, the Segway has barely made it out of the starting block. Though useful in very large warehouses and as transport mechanisms for mall cops, the Segway
is considered little more than a rich mans toy. No cities are being redesigned to accommodate it, and pedestrians arent flocking in droves to buy the product.
There were two problems with the marketing strategies of the product. One was the promotion itself, and the target market. The other was the price.
From the start, the Segway was geared toward the pedestrian. But problems happened almost immediately, including a voluntary recall of products in
2003 to repair a problem that caused riders to fall off when the machines batteries ran low (Economist, 2004). This didnt make pedestrians feel too safe on the device.
In 2006, Kamen rolled out an updated version of the Segway, one that would supposedly leap the gap from commercial use to
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