一个国际营销的案例 帮忙回答

来源:百度知道 编辑:UC知道 时间:2024/06/11 02:31:29
The world’s automakers have Generation Y in their sights.Gen Y is the cohort of 71 million Americans born between 1977 and 1994.As their customer base ages,the automakers want to build brand loyalty among the nation’s youth.For example,the average Toyota buyer is 47 years old;for Honda,the figure is 44 years old.Moreover, at home in Japan,the population is not only rapidly aging,it is expected to stop growing entirely by 2007.In a reversal of the orthodox notion in some parts of the world that “globalization =Americanization,” young American car buyers are equating Japanese-designed cars with coolness.The trend began in California;the letters JDM(“Japanese Domestic Market”)are shorthand for car accessories that,due to different regulations,are only available in Japan.Using the Internet.car buffs —many of whom favor the Honda Civic—ordered turbochargers and other parts and customized their vehicles. The West coast“tuner” trend gained nationwide traction with the release of the movie The

你是不是培正的??
1. Why are Japanese automakers targeting Gen Y?
Young American car buyers are equating Japanese-designed cars with coolness.
(1) they prefer Japanese cars to American brands.
(2) they are attracted by sporty styling and low prices—two traditional Japanese strengths.
2. Do you think Honda is using the right strategy to appeal to Gen Y?
Yes , I think so . Many young people are interested in exterior styling of the car. Like a dash-mounted shifter(方向盘)and waterproof (防水的)seat fabric. Young people don’t have so much money .And the price of car is just for them.