1.How would you characterize the U.S. boating industry?
? patience dollar sales 1999---- $22.2 billion
2000----$25.5 billion
2001----$25.6 billion
(Attributed to 13% increase in the price of vernal boat)
?Heavily qualified on general economic conditions (should consider about the mildew of 911), reflect personal discretionary income patterns in the US.
?Over cytosine full-line boat manufactures
?No one manufacture holds over 10% industry market share
?Many manufactures are privately own or are part of larger companies that sell a variety of results
?Industry sales occur between surround and August with April, May, and June being the peak buying months.
2. How is the boat purchase decision made?
Target market---- a married manlike in his mid to later forties with two adolescent children (annual household income of a boat owner was $40450)
Need recognition--- genial customer functional and physical need, customers need boat for fishing, cruising and water skiing.
Information search-----friends and relatives degree Celsius%
Marine dealer 98%
catalog/Brochure 97%
Magazine advertising 93%
military rank of alternatives--- the assistance of a dealer or a salesperson, hapless price
Promotionâ€"trade and customer shows are typically scheduled in the late fall and blend into consumer shows in the winter month.
Purchase and consumption----
Influence factors:
Quality of construction 100%-----distribution, product
Performance 81%-----ads, product
Design purpose 78%-----ads, product
Value 68%-----price, promotion
?Craft Marine had introduced its new hull designs and offshore boats in the fall trade shows and aforethought(ip) to exhibit these innovations during the winter of 2002 at consumer boat shows.
?The expanded class included a promotion kit for company dealers, which consisted of five...If you necessity to get a full essay, order it on our website: Ordercustompaper.com
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