Read the Porsche case study found in Consumer Behavior on pages 52-53.
Use the worksheet to answer the questions. The paper will need to be 700 to 1,050 words in total length.
Format the paper consistent with APA standards.
Click the Assignment Files tab to submit your assignment.
1: Before you read this case, did you believe that Porsche cars were meant to be driven every day or only for special occasions? Explain your answer.
2: Since it was founded in 1911, the core of the Porsche brand was "outstanding engineering, tradition, and versatility." How does the "everyday magic" campaign fit within the core's three elements?
3: Was the campaign designed to reposition Porsche 911? Explain your answer.
4: Although not stated overtly, the campaign targeted two segments. Which ones? Explain your choices.
5: How would Porsche determine whether the campaign's objectives were achieved?