Theses, Dissertations, and Capstone Projects

Year of Award

1993

Degree

Master of Business Administration (MBA)

College

College of Business & Professional Studies

Degree Program

Business Administration

Department

Business Administration

Keywords

car, automotive, consumers, manufacturing, minivan, automakers

Abstract

The purpose of,this paper is to evaluate how product positioning is of a marketing value in the American automotive industry for Chrysler, Ford, and General Motors. When there is a desire to buy and a demand for products, there is a need for a marketing effort. In Chapter One, I will discuss the development of marketing and how it relates to the automotive industry.

Chapter two explains the different types of marketing techniques that can be used by Chrysler, Ford, and General Motors. The determination of the marketing techniques along with the analysis and implementation of the process will be discussed in greater detail.

Finally, Chapter Three will take the chosen marketing technique and apply it to Chrysler, Ford, and General Motor's business activities. The application will determine how it will benefit each company and the advantages it will bring along with success.

Document Type

Restricted Thesis

Creative Commons License

Creative Commons Attribution-No Derivative Works 4.0 License
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