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Marketing R01

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Subject
Marketing
School
Florida International University
Type
Homework
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1
Marketing
Student’s Name
Institutional Affiliation
Date

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Question One
The misalignment that caused conflict between manufacturers and dealers in the
automotive industry was a result of the consumer behavior model they applied. According to the
model, the manufacturers were supposed to create customer awareness of car models and ensure
that consumers were well informed of the cars. On the other hand, Dealers were assigned the role
of selling them (Zettelmeyer, 2014). The distribution of these roles was not sufficient as the
consumers who were placed with selecting dealers did not abide by working with a traditional
purchase funnel. As a result of this, a huge separation grew between the two, where the
manufacturers were left dominating at the top and dealers remained at the bottom.
Question Two
This conflict was reflected in the attitudes of General Motors and dealers towards the
CDK Digital Program, where they gave little support. It all started when after GM selected CDK
Digital, they expected that they would work together. GM had paid for every dealer to get a basic
website, targeting giving their online shoppers a unique experience. Zettelmeyer (2014) explains
that CDK Digital failed them when some of the dealers decided not to use the websites in the
name of giving themselves their brands. As a result, it led to confusion among their consumers
as despite being able to acquire vast resources, the digital marketing program was not effective in
managing their resources. This makes it a good explanation of GM's attitude as they were
dissatisfied with the running of the entire program.
Question Three
CDK's core competencies as of 2011 were functional, considering that the entire industry
was interested in making effective changes within one department. This was majorly on their
marketing department, where they were interested in reducing inline brand defection. It was an

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1 Marketing Student’s Name Institutional Affiliation Date 2 Question One The misalignment that caused conflict between manufacturers and dealers in the automotive industry was a result of the consumer behavior model they applied. According to the model, the manufacturers were supposed to create customer awareness of car models and ensure that consumers were well informed of the cars. On the other hand, Dealers were assigned the role of selling them (Zettelmeyer, 2014). The distribution of these roles was not sufficient as the consumers who were placed with selecting dealers did not abide by working with a traditional purchase funnel. As a result of this, a huge separation grew between the two, where the manufacturers were left dominating at the top and dealers remained at the bottom. Question Two This conflict was reflected in the attitudes of General Motors and dealers towards the CDK Digital Program, where they gave little support. It all started when after GM selected CDK Digital, they expected that they would work together. GM had paid for every dealer to get a basic website, targeting giving their online shoppers a unique experience. Zettelmeyer (2014) explains that CDK ...
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