CASE 13.2 INTEGRATED CASE The Auto Concepts Survey Differences Analysis IBM SPSS Cory Rogers of CMG Research called a meeting with Nick Education category Thomas, and Celeste Brown, CMG analyst, attended it.. Income category After meeting for about 20 minutes, Celeste understood that the Auto Concepts principals were encouraged by the Your task is to apply appropriate differences analysis findings of the survey, which indicate that there is substan- using the survey's desirability measures in your Auto Con- tial demand for the various types of futuristic high-mileage cepts SPSS dataset to determine the target market descrip- automobiles under consideration. Depending on develop tions for each of the five possible automobile models. ment costs, prices, and other financial considerations, it 1. "Super Cycle," One-Seat All Electric, mpg-e rating seems that any one model or any combination of the new 125: estimated MSRP (manufacturer's suggested retail automobile models could be a viable option. The next step price) $30,000; range 200 miles. in their planning is to identify the target market for each 2. "Runabout Sport." Two-Seat All Electric, mpg-e 99; automobile model type under consideration. This step is estimated MSRP $35,000; range 150 miles. crucial to market strategy because the more precise the tar- 3. "Runabout Hatchback." Two-Seat Gasoline Hybrid, get market definition is the more specific and pinpointed mpg-e 50; runs on battery for 50 miles and then switches the marketing strategy can be. For a first cut at the market to gas engine; estimated MSRP $35,000; range 250 miles. segment descriptions, the survey included the following 4. "Economy Hybrid," Four-Seat Diesel Hybrid, mpg-e 75: commonly used demographic factors: runs on battery for 75 miles and then switches to efficient Hometown size category diesel engine; estimated MSRP $38.000; range 300 miles. Gender 5. "Economy Gasoline," Five-Seat Economy Gasoline, mpg Marital status 36; runs on gasoline with computer control for maximum Age category efficiency; estimated MSRP $37,000; range 350 miles