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    BMW Marketing

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    BMW recently introduced its first sport utility vehicle, the X5, to compete with other popular 4 x 4 vehicles, such as the Mercedes-Benz M-class and Jeep Grand Cherokee. Design a direct marketing program to generate (a) leads, (b) traffic in dealerships, and (c) direct orders.

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    The first thing you need to examine here, is whether all three vehicles share the same target market. Personally, I think they don't, and this requires some modifications to your marketing strategy. For example, I own a BMW and would probably consider purchasing a Mercedes, but I would not ever consider purchasing a Jeep.

    Have you ever wondered how these random 3rd party companies know you have an older ...

    Solution Summary

    This solution provides the ideas for a direct to consumer marketing strategy.