The Auto Concepts Survey Associative Analysis Cory Rogers of CMG Research was very pleased with the way the Auto Concepts project was shaping up. Celeste Brown, the CMG data analyst, had applied differences analysis using the desirability measures for the various altemative atutomobile models that might be developed, and she had found a eaique demographic target market profile for each model. Celeste had summarized her find. ings into a professional PortrPoint presentation that Cory and Celeste presented to Nick Thomas and his assembled manapers just yesterday. The presentation was one of the snoothest possible, and Nick's development team mem. bers became very exciled and animated when they restined that Auto Concepts had a possibility of multiple "winner" model vehicles to work with. In fact, at the end of the meeting. Nick had decided to go ahead with a preliminary marketing plan for each model. Nick informed Cory and Celeste that all automobile companies place a huge amount of emphasis on communications, investing millions of dollars every year in many different types of advertising to coevince prospective cus. tomers that their models are the best possible cboices. Nick explsined, "Bverything is based on solid marketing research that reveals the media usage characteristics of each ares market. That is why 1 insised on inclading the madia usape information in our Auto Concepts survey. My soperiors will mos certainly shoot as dewn if we come to if whth any preliminary maketiet plan for any proposed autotion bused on media asa pe reseach. 1 did not realice at the time that we would be woiking on all five models, but each of my development leans will need whatever media usuge findinger you can cone op with for its particulur model. Cory and Celeste are in a meeting the following day to discus further analywis for the Auto Coscepts project. Cory asx, 7 recall that we have a fot of detail on the nedia habis of the nurvey respoedents. Let's see, it incledes fowriae television show typs, nadio seare, magazine type. and local tewspaper uection as ectl as four different types of tocial marketies mesia. Nick Thoenak called this mom: IBM SPSS they prefer to use age; for newspaper and television, they prefer to use education; and for magazines, they prefer to use income. Social media are somewhat new, so if you could find distinct profiles for these, it would be like feing on the cake." Celeste says, "I can get to it by the end of this week and have it ready to present early next week, assuming no gfitches." Cory concludes the meeting by sayingt. "Great, just let me know on Friday morning how it is coming. as I told Nick I will call him on that day to set up the presentation:" Your task in Case 14.2 is to revisit Case 13.2 where Celeste used differences analyses to find the unique demographic profiles for each of the five possible new models. a. "Super Cycle," One-Seat All Electric, mpg-e racing 125; estimated MSRP (manufacturer's suRgested retail price) $30,000; range 200 miles. b. "Runabout Spont," Tuo-Seat All Electric, nope 99 . estimated MSRP $35,000; range 150 miles. c. "Runabout Hatchback," Two-Seat Gasoline Hybrid, mpg-e 50 , runs en battery for 50 miles and then swiches to gas engine; estimated MSRP $35000. ragee 250 miles. d. "Economy Hybrid," Four-Seat Diesel Ifybrid, mpe- 75 ; nun on batiery for 75 miles and then swikches to efficies diesel eogine; estimatiad MSRP 535,000 , range 300 miles. e. "Econony Standand," Fhe-Seat Suandard Casoline. mpe 36, runs on gasoline with comiputer control for maximum efliciency: eutimated MSRRP $57000; range 350 mike. 1. Ore each anique automobile modet demographic proavociations ecist, and if they do, fecoenuend the spesifie media vehicles for radio, aemspopes, ielervision, and magevines. Do not foret to use the alvercising divaion's pofecred demographic for each mediam. 2. What is the nocial media proble of each of the posibie Grget martits, and what are the inglicaenon of this finding for the plecenecet of adtentising messages that mockile modet is ineroduced
