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NCC 5030 : Marketing Management

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Question:

1) Identify and discuss the main macro-environmental forces at play in this case study and how these may be addressed with the strengths and weaknesses of the RAV4?
 
2) What is the product lifecycle? Explain where you believe the Toyota Rav 4 is on the product lifecycle stage in Australia and identify what would be a relevant marketing mix for the product at that stage.
 
3) What is market segmentation and why is target marketing important? Describe a person who has the characteristics of the target market for this campaign. How in your opinion might the older loyal customers of RAV4 respond to the new positioning campaign?
 
4) Explain the consumer-decision making process and what would be the key factors influencing a purchase in this product category. Provide recommendations for Toyota at each stage of the decision-making process

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