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Both the Toyota Sienna and the Nissan Quest are very popular choices for family vans.Toyota noticed that the majority of its customers are families with three or more children, so they developed commercials featuring larger families.They also produced commercials with Anglo-looking actors.
Alicia Smith and her husband, Tony, are currently shopping for a van for their family.As Alicia watched an advertisement on TV about the Nissan Quest, she noticed that the Nissan costs about $27 000 and offers fuel consumption of about 17 km/litre.She recalled an earlier ad for the Toyota Sienna, which also costs about $27 000, but it offers fuel consumption of about 21 km/litre.Also, Alicia liked the way the family was portrayed in the Toyota ad, with the children in the back seats having plenty of room, watching DVDs and having their own sound controls.
When Alicia spoke to Tony about how much she liked the Toyota van, he replied that the fuel consumption was too high at 16 km/litre.Because Alicia did not agree with that number, he produced a magazine ad that supported his claim of the 16 km/litre for the Toyota.Alicia could not believe that she had made such an error in hearing what the fuel consumption was for the Toyota.
-Toyota's production of commercials featuring Anglo actors is an example of marketing to:
Horizontal Axis
In a graph or chart, the x-axis, which typically represents the independent variable or the base measure for comparative analysis.
Indifference Curve
A graph that shows a combination of two goods that give a consumer equal satisfaction and utility, thereby making the consumer indifferent between the two combinations.
Consumption Bundle
A specific mix of goods and services that a consumer chooses to consume, reflecting the consumer's preferences and budget constraints.
Horizontal Axis
The x-axis in a graph, generally representing the independent variable in data representation or analysis.
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