1. Analyze the buyer decision process of a traditional Porsche customer.
Its owners see it as a car to be enjoyed, not just used. Most Porsche buyers are not moved by information, but by feelings. A Porsche is like a piece of clothing, something the owner wears and is seen in. They develop a personal relationship with their cars , one that has more to do with the way the car sounds, vibrates, and feels than with how many cup holders it has or how much cargo it can tote. They admire their Porsches as machines that perform without being flashy or phony. People buy Porsches because they enjoy driving.
2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or Panamera customer.
Traditional Porsche buyers want a two door sports car that nobody sees on a regular bases but as for the Cayenne and Panmera, these vehicles are the relaxed drivers who still want the speed and the luxury. First, a category of Porsche buyers has moved onto life stages that have them facing inescapable needs- they need to haul more people and stuff. This not only applies to certain regular Porsche buyers, but Porsche is again seeing buyers enter its dealerships who otherwise wouldn’t have. Only this time, the price points of the new vehicles are drawing only the well heeled, allowing Porsche to maintain its exclusivity. These buyers also seem to fit the achiever profile of regular Porsche buyers.
3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s?
Consumer behavior- consumers make many buying decisions everyday, and the buying decision is the focal point of the marketers’ effort. At this time Porsche wanted to make an affordable vehicle. Porsche at the time wasn’t taking in the culture of their product as well as wasn’t considering it subculture, the group of people with shared