Fahad Al Otaibi
MKTG 445
Marija Grishin
September 18, 2017
Sullivan Ford Auto World
1- How does marketing cars differ from marketing services for those same vehicles?
Marketing new cars as a responsibility of manufacturers, with the four p’s of marketing we can better
understand how manufacturers and dealerships work together to market them.
1- Product: The manufacturers keep in mind the needs and wants of the customers when they
manufacture their products. In order to achieve high sales they have to accommodate to their
customers needs in their products, this includes features, design, and user experience.
2- Place: this is where the buyers get the new cars from, the dealerships have to set up a nice show
room as per to the manufacturer standards, that reflects the brand in the display. Manufacturers
have to insure that dealership comply with the specific guidelines in presenting their products.
They often provide catalogs that have detailed information about their new cars to have them
available to the shopper.
3- Price: Manufacturers often try to price their products right, in the respect of the value the
customer perceive in their product, along with the competitors pricing of their products. They also
try to understand if the customer is price sensitive, and offer some discounts to close the deal if
possible. The price sensitivity analysis is achievable by working side to side with the dealerships
to reach the best results, because the dealerships are the ones who work hand to hand with the
