Electric cars are becoming more mainstream these days. As the technology supporting electric cars and batteries continue to improve, drawbacks such as high cost, limited range, performance issues, long charge time, and a dearth of charging stations are fading away. Automotive giants such as Volvo are voicing their commitment to converting to electric car-only production in the very near future; and even luxury electric vehicles like Tesla are offering more affordable options to the consumer, altering public perception of electric cars as something only approachable by the elite. Tesla sets the bar high for not only car sales, but customer experience in general. When you talk to a Tesla salesperson, they tell you about their commitment to clean energy and not just sell you a car. Electric cars pushed traditional gas vehicles into the maturity stage of the product life cycle.

a) Discuss the marketing objectives and pricing options for Tesla electric cars and traditional gas vehicles according to its product life cycle. Justify your answers.

b) There are additional marketing considerations that services require. According to the four I's of services, what suggestions would you make to a car retailer and an airline when designing marketing programmes.