chevy
alex1911
Chevrolet_AnswerForm4800W.docxMKT 4800W Spring 2022
Chevrolet: Answer Form
Student Name:
Grading Criteria
1) This assignment requires formal business writing. Your writing tone should be formal.
2) All sentences must be complete. Bullet points are not acceptable.
3) Use proper grammar.
4) You must use your own words in your answers. Do not copy and paste sentences from the textbook case or the assigned articles.
5) The majority of your grade will be based on correctness and quality. Regarding quality, an answer with fewer than four (4) lines on computer viewing (not on smartphone viewing) will be considered as a poor-quality answer.
|
Q1) Identify key players (e.g., customer groups, supplier companies, major organizations) that GM deals with in its operation and, from the marketing perspective, describe what GM exchanges with each of the key players in order to make money in its business. |
|
|
|
Q2) Evaluate the diversity of vehicle types and sizes that are sold under the Chevrolet brand name. What (a) strengths and (b) weaknesses are evident in Chevrolet’s product mix? |
|
(a)
(b) |
|
Q3) (a) How are GM and Ford different in terms of using a family brand (e.g., “GM” or “Ford”)? (b) What are the advantages and disadvantages of family branding? [For family branding and individual branding, read p. 209 of the textbook.] |
|
(a)
(b) |
|
Q4) Why have auto makers dropped small cars from their lineups but offered more models for SUVs and trucks in recent years? [Hint: This question is based on the first assigned article.] |
|
|
|
Q5) Why are fully electric SUVs and trucks critical for GM’s future? [Hint: This question is based on the second and third assigned articles.] |
|
|
|
Q6) How are recent information technologies (e.g., Amazon Alexa) changing the auto industry? What are the reasons for those changes in the auto industry? [Hint: These questions are based on the last assigned article.] |
|
|
