Marketing Concepts

Please carefully review and follow these instructions.

• For in-text citations, please use either APA or MLA or another formal style.
  Information about the citation format can be found on the Internet (e.g., Google
  Scholar, etc.). A minimum of 10 research references required.
• Page Length: 5 – 8 pages, single-spaced (including any charts; excluding cover
  and references page). There must be a minimum of full 5 pages.
• A separate cover page is required.
• Please embed any charts/figures sourced from the Internet in the body of the
  paper and not in an appendix.
• Use figure numbers and titles. Please make sure that the chart/figure is legible.
• Use page numbers.
• Students are required to meet the Turnitin threshold of 20% match or less (see
  syllabus for details). Turnitin is already integrated in Canvas, and it would show
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• Please answer each question separately (see answer format instructions). You can
  simply list the question number and then type your answer. You don’t have to
  restate the entire question.
• Please use additional research (beyond what is provided with the assignment) to
  support your answers.
• Please research that is available free of charge and do not pay for any data or
  articles, etc.
• Unless otherwise, all assignments will be due on the dates listed in the syllabus.
  Make-ups or extensions will only be given for excuses supported by
  documentation.2
  This information is proprietary. Scanning, copying, website posting, or reproducing and
  sharing in any form is strictly prohibited.
  This activity relates to material covered in Modules 3 & 4. Please leverage relevant
  information from various modules as well as the textbook in developing your answers.
  In-text citations needed for questions that require using research to support.
  Key Learning Objectives:

1. Demonstrate comprehension of core marketing concepts.
2. Apply knowledge of key marketing theoretical frameworks to actual business
   situations.
3. Demonstrate business/market research, analysis, and presentation skills.
   This activity pertains to Porsche Taycan and the electric vehicle industry.
   Related URLs:
4. Porsche Taycan – Electric Vehicle
5. Car and Driver Article on Porsche Taycan
6. US News Article
7. EV Sales Data
8. Green Car Reports Article
9. Car and Driver Article on Best Selling EVs
   In addition to the above URLs, you must conduct additional research to develop a deeper
   understanding of the trends in the electric vehicle industry. Use additional research to
   support your answers for each of the questions listed below. Please don’t pay for any
   data/information. If a site asks for subscription or pay-per-read, please use an alternative.
   Q.1. (a) Review Figure 1 and identify which segmentation approach/approaches is
   Porsche using to identify the target audiences for its line of Taycan electric vehicles. (25
   points)
   (b) Should the company make any changes to its segmentation approach for Taycan
   electric vehicles? If so, what changes would you recommend and if not, why? Explain
   your answer. Use research to support your answer. (25 points)

Figure 1: Segmentation Approaches
▪ Geographic segmentation
▪ Psychographic segmentation
▪ Demographic segmentation
▪ Behavioral segmentation
_This information is proprietary. Scanning, copying, website posting, or reproducing and
sharing in any form is strictly prohibited.
Q.2. With regard to the levels of segmentation listed in Figure 2 below, what
recommendation(s) would you make to Porsche going forward for its Taycan electric
vehicle product line, i.e., which level of segmentation should be used? Explain your
answer and include any related risks/downsides associated with the recommendation(s).
(30 points)

Figure 2: Levels of Segmentation
▪ Full Market Coverage – serving all segments with all the products they
may need
▪ Mass Marketing – selling one product to all segments
▪ Single-Segment Specialization – focus on niche market
▪ Multiple Segment Specialization – akin to differentiated marketing
▪ Individual Marketing – micro or one-to one marketing

Answer format: Use a heading(s) followed by an explanation. For instance, a heading
would be the Level of Segmentation, followed by a detailed explanation.
Q.3. Identify and explain in detail the current product life cycle stage for electric vehicles
(see Figure 3). Use research/data to support or justify your answer. (50 points)

Figure 3: Product Life Cycle Framework
This information is proprietary. Scanning, copying, website posting, or reproducing and
sharing in any form is strictly prohibited.
You must analyze what is happening to the product, pricing, promotion, and
place/distribution (at the industry level) in the stage you identified. For instance, in the
introduction stage, there are not many variations of the product. Similarly, you must
analyze the state of competition and consumer adoption trends (see Figure 4) that are
associated with the PLC stage you identified.

Figure 4: Innovation Adoption: Adopter Categories

Answer Format: Use a heading for the PLC stage followed by a brief explanation. Then
use sub-headings followed by explanation/passage for each of the 4Ps plus competition
and adoption sections.
Q.4. Which factors listed in Figure 3 below are likely to help accelerate, and which are
likely to hinder, adoption of Porsche’s Taycan electric vehicle line-up? Explain your
rationale. Use research to support your answer. (20 points)

Figure 3: Innovation Characteristics
▪ Relative advantage
▪ Compatibility
▪ Complexity
▪ Divisibility/Trialability
▪ Communicability

Hint: One way to develop the answer would be to review points of parity and points of
differentiation covered in Chapter 7 as well as the innovation characteristics in Chapter 9.
Answer Format: Use headings and sub-headings followed by an explanation. For
instance, a heading can be Accelerators and sub-headings could be the factor(s) listed in
Figure 3.