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Essay

The Same Hummer for Less

Essay specific features

 

Issue:

Business

 

Written by:

Charles D

 

Date added:

December 13, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

3 / 683

 

Was viewed:

5746 times

 

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Essay content:

The use of each of these variables can be seen when comparing the target markets chosen by GM, for the H2, and AM General, for the original Hummer. AM General's target market selection was so small and specific they were essentially marketing to two niche markets. This became evident when the cost of the product was in excess of $100,000 and that the product had a very specific use...
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The original Hummer only targeted the benefits and personality variables of market segmentation, thus causing the two niche markets. The customer either wanted the best off-road vehicle on the market or they wanted to flaunt their successful life. GM was more open-minded in the selection of their target market, however, the reduction in the price, by more than half that of the Hummer, allowed the H2 to be affordable to a larger segment of the market...
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