Aston Martin Bmw

In today’s marketing context, firms would need to understand the consumers and the marketplace. The study of the marketing environment would provide an understanding about the macro and micro environmental factors affecting the marketplace. Consumer behavior would be to understand the characteristics (Cultural, Social, Personal and Psychological) that affect how customers perceive marketing stimuli consisting of the four Ps and other stimuli from the marketing environment. These characteristics would hence influence buying decisions. Next, firms would need to create a customer-driven marketing strategy. Market segmentation involves dividing the market into segments of customers based on (Geographic, Demographic, Psychographic and Behavioral factors.) Firms must then evaluate the various segments and choose segments that the firm can serve well and profitably. This is known as target marketing.

From the BMW print ad, it portrays the earliest design of a wheel as ‘the beginning’ and the end product, a BMW as ‘the end’. This depicts a state where one starts from a very humble beginning, to the luxurious status of owning a BMW at the end, hence targeting people who want to show their accomplishments and status in society. The Aston Martin ad labels you as ‘Dick’ if you do not own an Aston Martin and ‘Richard’ if you own one. ‘Dick’ implies that you are nothing at all and ‘Richard’ portrays an exclusive, prestigious and unique individual; an individual who has achieved his full potential in life. Based on Maslow’s hierarchy of needs, BMW would target customers who seek esteem needs, Aston Martin targets customers who seek self actualization needs.

There are various series in the BMW flagship and hence the BMW would be marketed under a segmented marketing strategy. The different series would cater to different usage needs, but in general, the target audience would be on people who have worked their way up in their respective careers and hence would want a BMW to...