Outline BMW case_Ms. Phuong Chi.docx - OUTLINE BMW CASE...

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OUTLINE BMW CASE STUDY Introduction You should write some sentences to introduce BMW’s role in the motocycle and automobile market or to represent BMW’s vision and mission, your assignment will be better if you have quotes from documents collected in CSU Online. You can also give a brief history of BMW brands and logo. PART 1 1. Examine and apply the consumer-buying process for BMW. Identify the steps and the application to BMW. How does this process assist the marketing team at BMW?
Automobile characteristic: cost a great deal of money and durable product (consumer will live with for a number of years) => high-involvement product. abramson1993.pdf Types of perceived risk when consumers buy a car (Chapter 6, page 200): 1. Functional risk—. the risk that the product will not perform as expected 2. Physical risk or Safety risk— the risk to self and other that the product may pose. It refers to the potential harm a product or service might pose to one’s safety.

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