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Porsche Canada: Selling Winter Driving
內容大綱
Porsche Canada wants to encourage its Canadian customers to drive their cars in winter. The goal is increased sales of cars (by consumers unwilling to buy a Porsche only for summer driving) and winter accessories such as snow tires. This is a three-fold challenge because Canadians generally believe that luxury vehicles should not be driven in winter due to ice and salt; that sports cars generally perform poorly in winter conditions; and that it is unwise to drive a luxury car in winter when it could be more easily scratched or damaged.
學習目標
This case allows students to look at the challenges of changing long-held consumer perceptions, made more difficult with a limited marketing budget. The case is suitable for an 80-minute class on marketing.