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The Resource The ultimate truth in marketing : consumer perception and Hyundai, Turkey, N?khet Vardar

The ultimate truth in marketing : consumer perception and Hyundai, Turkey, N?khet Vardar

Label
The ultimate truth in marketing : consumer perception and Hyundai, Turkey
Title
The ultimate truth in marketing
Title remainder
consumer perception and Hyundai, Turkey
Statement of responsibility
N?khet Vardar
Creator
Author
Subject
Language
eng
Summary
In this case we see Hyundai Assan revisiting its marketing mix elements between 2003 and 2004 in order to change its poor consumer image with potential customers who have no direct experience with the brand. Hyundai Assan in Turkey has combatted its previous poor image by analyzing its product portfolio, making necessary changes in its pricing strategy, as well as backing up its dealers and running three different campaigns in 2004 in order to alter the unfounded consumer perception. As a result, Hyundai Assan, after having roughly 5.0-5.5% market share between 1999 and 2003, has succeeded in increasing its market share in passenger cars and light commercial vehicles to 9.3%, becoming the fourth highest selling car manufacturer in Turkey in 2004. This case clearly shows us that if a company has a marketing problem, all elements of the marketing mix need to be revisited individually, rather than just running a new advertising campaign. If brands have a deep marketing problem, then running a new campaign does not treat the inherent problem at all, but rather acts like an aspirin for an unresolved headache. This deep review of marketing elements can only be achieved with professional teams who believe in marketing wholeheartedly and make marketing talk in every sense
Member of
Cataloging source
CaToSAGE
http://library.link/vocab/creatorDate
1961-
http://library.link/vocab/creatorName
Vardar, N?khet
Dewey number
338.47629209561
Illustrations
illustrations
Index
index present
LC call number
HD9710.T94
LC item number
H98 2018
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Series statement
SAGE Knowledge. Cases
http://library.link/vocab/subjectName
  • Automobile industry and trade
  • Automobiles
  • Hyundai Assan Otomotiv
  • Hyondae Chadongch?a Chusik Hoesa (Korea)
Target audience
specialized
Label
The ultimate truth in marketing : consumer perception and Hyundai, Turkey, N?khet Vardar
Instantiates
Publication
Note
2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000003813
Extent
1 online resource
Form of item
online
Isbn
9781526437792
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote
Label
The ultimate truth in marketing : consumer perception and Hyundai, Turkey, N?khet Vardar
Publication
Note
2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000003813
Extent
1 online resource
Form of item
online
Isbn
9781526437792
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote

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