In the development of new automobile models, which of the following should Nick be primarily concerned with and why?
a. Engineering and production feasibility
b. The brand image of his division's parent U.S. automobile manufacturer
c. Technological innovation
d. Consumer references
Should Nick Thomas use marketing research?
This is the introduction to the integrated case that is used throughout the textbook. It describes how an automobile manufacturer that has built its reputation and profit on large automobiles senses a change in consumer sentiment as a result of environmental (global warming) and practical (high gasoline prices) factors. In addition to innovative new designs, the company may move to alternative fuel models. Whether or not prospective automobile buyers are willing to buy the new models is the issue.