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#121
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Outside edge of front tires stairstepping
On Fri, 14 Jul 2017 17:17:42 -0400, Tekkie® >
wrote: posted for all of us... > > >> >> On Sun, 9 Jul 2017 17:34:56 +0000 (UTC), Chaya Eve >> > wrote: >> >> >On Sun, 9 Jul 2017 13:35:42 +0000 (UTC), Chaya Eve >> > wrote: >> > >> >> They always tell us to have a "good/better/best" lineup, because people >> >> *want* to pay more for "better" stuff, but at the same time they teach us >> >> about 'economies of scale' where you slightly differentiate the product >> >> (e.g., gold-plated trim) so that people will *think* that it's a better >> >> product (even though it's the same product). >> > >> >I realize I said economies of "scale" when I meant economies of "scope". >> > >> >The marketing genius in the L/XL/GXL lineup is that you get everyone if you >> >break your product into three fundamental "good/better/best" ranges (where >> >the idea is to gouge as much money as you can from the consumer). >> > >> >What you do is offer the item which does the job at the "L" level. >> >Then you add a few nice-to-haves at a good price markup for the "XL level. >> >Then you throw in highly marketed costly items for the "GXL" level. >> > >> >Most marketing is aimed to get people to jump to the GXL level, while most >> >consumers will resist the extremely high price, but they don't want the >> >"cheap stuff" which is why you have to have a "good/better/best" range. >> > >> >They "think" they're getting a good value by going for the "better" because >> >they don't want to "think" much when they buy. They just want to associate >> >dollars to quality, so you make that association for them with the >> >good/better/best L/XL/GXL pricing tier. >> > >> You give the educated consumer a lot less credit than they are due. >> The "educated consumer" doesn't need a degree in marketing. >> >> Particularly in today's automotive market, where there really are very >> few "options" if you want, say, a sunroof on a car, you need to buy a >> minimum trim level that is NOT base. And if you want, say, the high >> end infortainment system with navigation, you need to buy the next >> level up - which ONLY comes with the sun roof. Gone are the days, to a >> great extent, of ordering from the "menu" where you could order the >> big motor on the "stripper" and get a "sleeper" - with eithe bench or >> bucket seats, in any colour you wanted, with any colour pait you >> wanted - and any tire and wheel combo, and any gear ratio the company >> made, with or without Posi. >> You have 3 choices, Base, Medium, and high content - or L, GL, or GLX >> >You can't make the L-to-XL pricing jump too high, but you can get away with >> >making the XL-to-GXL price jump very high (because you're playing on >> >consumer emotions). >> >> No, you are playing on consumer's WANTS. They WANT the sunroof and the >> navigation system and high end audio - so they buy the GLX >> > >> >Everyone wins when you market it right. >> >* the cost-conscious consumer thinks they got good product at a good price. >> >* the value-conscious consumer thinks they got a better value at not too >> >much of a bump in price >> >* the status-conscious consumer pays through the nose for status and gets >> >it if the marketing department can maintain the status feelings >> >* the company makes out because they sold essentially the same product to >> >three different types of customers, making the most profit on the third >> >type but still making profits on the first and second type due to economies >> >of scale (volume) and economies of scope (differentiation). >> >* the marketing department wins awards and bonuses for increasing the >> >perceived value of the GXL "best" model, even though it's essentially the >> >same item as the other two (only it has special options and gold trim and >> >free coffee and free car washings, or whatever makes people feel good). >> No, that's why you have a chevy, a cadillac, a BMW and a Mercedes. >> THAT is where pride and emotion make people do stupid things. >> Mer bought homself a loaded Kia or Hyundai for less money than a >> "base" BMW or Merc or Caddy, that will cost him WAY less in >> maintenance and repairs, where he will get WAY more for it at resale, >> in percentage terms than either of the options, or a lower contented >> car - meaning he got VALUE for for his money. REal value, not based on >> "marketing BS" > >I'm sorry Clare, I just wrote a post with the same points as yours. I didn't >get down to this level prior to posting. It's getting to be too much with >her conflating issues. Time to plonk the idiot. |
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#122
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Outside edge of front tires stairstepping
On 07/14/2017 03:14 PM, Tekkie® wrote:
> I knew a guy whom worked at a major tire manufacturer in quality control. > After GM started to reject boxcars of tires, they started loading the > exceptional spec tires at the doors of the boxcars after loading the usual > spec'd tires in first. The GM inspectors would only check the first out lot > then move on. When I took statistics years ago it was geared toward engineers. The major question was how many samples do you have to examine to ensure the batch is only N% crap. N would be provided by sales and marketing after they determined the economics of repairing or replacing crap versus going for as close to 100% quality product as you could. |
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