Question

Cory Rogers of CMG Research called a meeting with Nick Thomas, and Celeste Brown, CMG analyst, attended it. After meeting for about 20 minutes, Celeste understood that the Auto Concepts principals were encouraged by the findings of the survey, which indicate that there is substantial demand for the various types of futuristic high-mileage automobiles under consideration. Depending on development costs, prices, and other financial considerations, it seems that any one model or any combination of the new automobile models could be a viable option. The next step in their planning is to identify the target market for each automobile model type under consideration. This step is crucial to market strategy because the more precise the target market definition is, the more specific and pinpointed the marketing strategy can be. For a first cut at the market segment descriptions, the survey included the following commonly used demographic factors:

• Hometown size category

• Gender

• Marital status

• Age category

• Education category

• Income category

Your task is to apply appropriate differences analysis using the survey’s desirability measures in your Auto Concepts SPSS dataset to determine the target market descriptions for each of the five possible automobile models.

1. “Super Cycle,” One-Seat All Electric, mpg-e rating 125; estimated MSRP (manufacturer’s suggested retail price) $30,000; range 200 miles.

2. “Runabout Sport,” Two-Seat All Electric, mpg-e 99; estimated MSRP $35,000; range 150 miles.

3. “Runabout Hatchback,” Two-Seat Gasoline Hybrid, mpg-e 50; runs on battery for 50 miles and then switches to gas engine; estimated MSRP $35,000; range 250 miles.

4. “Economy Hybrid,” Four-Seat Diesel Hybrid, mpg-e 75; runs on battery for 75 miles and then switches to efficient diesel engine; estimated MSRP $38,000; range 300 miles.

5. “Economy Gasoline,” Five-Seat Economy Gasoline, mpg 36; runs on gasoline with computer control for maximum efficiency; estimated MSRP $37,000; range 350 miles.

Answer 1

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