Question: GE
1. Discuss GE's B-to-B marketing strategy. Why has the company been so successful over the years at targeting such a large business audience?
2. Have "Ecomagination" and Healthymagination" successfully communicated GE's focus on its newer endeavors? Why or why not?
BMW
1. How does BMW segment its customers? Why does this work for BMW?
2. What does BMW do well to market to each segment group? Where could it improve its marketing strategy?
3. Should BMW ever change its tagline, "The Ultimate Driving Machine"? Why or why not?
TOYOTA
1. Toyota has built a huge manufacturing capacity that can produce millions of cars each year for a wide variety of consumers. Why was it able to become so much bigger than any other auto manufacturer?
2. Has Toyota done the right thing by manufacturing a car brand for everyone? Why or why not?