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Business Marketing Essay

1521 words - 7 pages

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Toyota Motor Corporation is a Japanese multinational automobile company since 1937 found by Kiichiro Toyoda. It is currently directed by Akio Toyoda. Toyota is a large company that currently work with 331,876 employees since March, 2013. (Toyota, 2013). As most successful companies, Toyota had its great moment of success in the United States. Due to acceleration issues on its automobiles, the company was recalled for safety risks in 6 million of its cars, and Toyota’s reputation really suffered from it.

However, the company has been producing and creating cars as today it has a range of 22 automobiles model. They create different body types such as cars, hybrids, crossovers, ...view middle of the document...

According to Wayne D. Hoyer and deborah j. macinnis, experts and authors of several Consumer behavior books, these theories are relevant to provide a stimilus to consumers and encourage them to purchase a product.
* The Classical Learning Theory: might be used to emotionally try to convince consumers by relating the Yaris to a specific life style. Through the commercial, I would present young college students going to their campus, and to the parties with their friends having fun. Furthermore, I would show them sneaking around to a weekend outside the city for a hiking and camping trip. I would explain how comfortable and easy drive the car is for young drivers to move around in the city and even outside. I would emphasize on the security level as well, because everyone knows the quality offered by Toyota through its sincerity and competence over the past years. An additional strategy with the classical conditionning will be associating the commercial with a very popular and modern song that young people listen to, so they can be attracted to even watch the commercial on television or on social media.
* The Operant Learning Theory : Concerning this theory, which consists of influencing people to be interesting in your product by actually trying it. Toyota can use trials to make its clientele familiar with the car. They will have the opportunity to try it as many times as they are willing to. For consumers reliability on the product, they can provide

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a trial for a week. For example, a consumer that is interesting in buying a car will be able to get the car and drive it for a week. After that experience, the potential consumer will decide whether to purchase the product or not.

2. Discuss the communication techniques that could be used to form and change attitudes of cars’ young buyers toward the Yaris.

The communication techniques that could be used to form and change attitudes of cars’ young buyers toward the Yaris are advertising, Internet marketing and promotions.
* Advertising is providing financial means to social media for the space and time on broadcasts to reach more audiences, promote and create compilling messages about a product in order to attract customers attention. Toyota could use more advertising to raise awareness about the Yaris and convince the generation Y since its Toyota’s main target market. This communication technique impact the affective component which appeals to consumers’ feelings and emotional reactions to a product, because it leads marketers to differenciate the utilitarian or functional benefits to attitudes from hedonic or emotional benefits (Marketing Techniques, 2013). Therefore, companies can use better strategies based on consumers reactions and feedback to enhance the quality and performance of the products, as well as raise awareness about the specific product. Toyota may use advertising through the affective component to change young buyers attitude toward cars such...

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