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The Lexus marketing department faced a problem when inventing the car, which is how this car will be marketed, especially since most Toyota cars are known for their reasonable prices and acceptable quality. But how will the Lexus be marketed as a luxury class car, and thus existing Toyota customers will not be able to purchase it? The Toyota Marketing Manager searched for a way to solve the problem of obtaining a database of customers interested in luxury cars worldwide, and came up with two ways:

First, a deal was made to purchase the "Mercedes" customer database as a luxury car

Secondly, an exhibition of luxury cars was organized, which was expected to be attended by those interested in luxury cars.

The company they are the category that Toyota is looking for to market Lexus cars among them. At the entrances to the exhibition, the Marketing Director placed a visitors book to record all their personal data and ways of contacting them. Thus, the Marketing Director accessed a database of potential customers for Lexus. The next problem faced by the marketing manager, is how to convince customers of a luxury car like Mercedes to buy a new car in the market like Lexus? The solution was to create a promotional campaign by producing a clip of no more than ten minutes for each potential customer, explaining the features and capabilities of the Lexus car, and its different points from other cars in its class. Then, special invitations are sent to all potential customers to attend a Lexus show at the nearest Toyota showroom in their area. After that, the task of the marketing men shifted to the selling stage. With every customer who responded to the invitation, it was not difficult to convince him to buy, as he became one of the positive customers of the product. The marketing manager did not stop there for the customers who did not respond to his invitation, but he instructed all the marketing representatives to contact them and offer to send a Lexus car to their homes to try it out for themselves. Lexus appeared and the marketing department succeeded in showing them its advantages, which helped increase their purchase. Today, Lexus ranks first among luxury car brands in the reliability rating according to American Consumer Reports, outperforming all competing brands.

Based on the above

Q2: Demonstrate the role of the marketing department affected the success of Lexus to shift from the marketing department to intensive selling? 2 Marks

Q3: Justify how did Lexus benefit from the marketing information system? 2 Marks

Q4: Construct the marketing lessons learned from this case? 2 Marks

Q5: Examine the role of the environmental elements that affected the Lexus company? 2 Marks

Q6: Analyze the importance of CRM for companies and marketers? 2 Marks