Types of Buyers Ford Motor Company Discussion




Respond to these posts directly.



RE: Week 4 Discussion 1

There are four general types of buyers namely:



Price-driven; and

Convenience-driven buyers.

I chose the value-driven buyer. According to the text the value buyers “purchase a disproportionate share of sales volume in most business-to-business markets. They are trying to manage both the benefits in the purchase to get all the features and services that are important to them, as well as to push down the price as low as possible. The policies that the sales rep needs to deal with value buyers are ones that empower him to make trade-offs, while at the same time offering a defense against pressure on price alone.”

I also chose the automotive industry and more specifically Ford Motor Company as the industry type for reason to create pricing policies. “Ford uses a varied pricing strategy that is aimed to remain competitive in the market as well as to cater to different customer segments. Ford has a very large customer base globally. It provides both fuel efficient and average priced vehicles as well as luxury vehicles that cater to the higher end consumers. The Lincoln vehicles are especially designed for the customers who want luxury and technologically efficient vehicles. Its Ford brand sells a large range of fuel efficient vehicles that are priced competitively. It is also extending its presence on the electric vehicles market to include more of competitively priced electric vehicles. Above all is its focus on trust and customer satisfaction which it is continuously working to maximize through its extensive sales and distribution network.”

Ford’s pricing policies/strategies are designed to reach all buyers and the value-driven buyer would be well captured in Ford’s strategy because they offer a line of products and services to meet the needs of all buyers.




RE: Week 4 Discussion 2

Promotional pricing is commonplace within the retail industry. It is not unusual to see Buy get one half off signs in the display windows of nearly every store in the mall. Promotional pricing has it advantages and disadvantages. Some of the advantages are it creates a situation of urgency and the creation of new customers among many others. But it also has many disadvantages such as the long-term success is seldom the result of promotional pricing and It may limit consumer options to items they don’t want. The disadvantages are numerous and may be serious, but that doesn’t mean that retailers shouldn’t go for promotional pricing. In fact it is a strategy, that they do use when creating their pricing/marketing policy. They don’t go overboard with it but strike a balance in its frequency. Most importantly, they wait for their customers to get used to the quality of the product before replicating the strategy. Their main focus is on their product and not its price, because that’s what matters in the long run.

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