Marketing 16th Edition by William Pride,Ferrell

تمرين 27

car body's removable panels. Three of the exterior colors were offered as part of the purchase price, while the three metallic exterior colors were offered at an extra cost. The $99 reservation fee was applied to the buyer's purchase price once the ordered model became available. By the time Smart Cars arrived in U.S. showrooms, 30,000 people had paid for reservations.
To build customer interest prior to the U.S. launch, Daimler sent a number of Smart Cars on a 50-city U.S. tour. Nearly 50,000 members of the media and prospective car buyers took test drives. Although many reporters couldn't resist poking fun at the tiny car (USA Today called it a "breadbox on wheels"), they all noted its high fuel efficiency and low purchase price. Initial demand was so strong that even buyers who had reserved their cars well in advance had to wait months for delivery. A few U.S. customers who didn't want to wait paid as much as $39,000 for European Smart Cars adapted to meet U.S. safety and emissions standards.
Then gasoline prices fell from their record-high levels and the global economy plunged into recession. By 2009, the down-turn was so severe that car sales plummeted across the board as U.S. consumers and businesses clamped down on buying. The combination of significantly lower gas prices and a sluggish economy put a serious dent into U.S. sales of the Smart Car To reignite customer interest, Daimler offered low-interest financing and, for the first time, its U.S. dealers discounted the car's retail price. In 2010, the company also introduced a limited. edition electric Smart Car to appeal to buyers interested in eco-friendly alternatives to traditional gas-driven cars.
Today, Daimler continues to face intense competition in the small car segment. Looking ahead, what else can it do to accelerate purchases of its stylish Smart Car without depending on constant discounts, rebates, and other price-cutting measures?
1. Why is bundle pricing appropriate for the various models of Smart Cars?
2. How is demand likely to affect dealers' willingness to negotiate prices with Smart Car buyers?
3. Imagine that Daimler is considering whether to sell unpainted Smart Cars and reduce the list price by $1,500. The Smart Car exterior consists of 10 removable panels that can be easily painted. Buyers could paint their own panels, leave the panels unpainted, or pay the dealer an additional fee to personalize their cars by having the panels custom finished in almost any color or design. What are the advantages and disadvantages of this pricing idea?