For a Number of Years, General Motors Used a Pricing

question 29

Essay

For a number of years, General Motors used a pricing strategy designed to maintain at least 40 percent of the American car market.Does this strategy suggest that GM was maximizing profits or pursuing an alternative strategy?

---

Definitions:

Marketing Strategy

A comprehensive plan formulated to achieve the marketing goals of an organization, including targeting the right audience, positioning the product or service, and implementing various marketing mix elements.

Analytics

The systematic computational analysis of data or statistics, used for the discovery, interpretation, and communication of meaningful patterns in data.

Return on Marketing Investment (ROMI)

A measurement of the profitability and effectiveness of marketing efforts, calculated by dividing the incremental financial gain from marketing by the cost of the marketing activities.

Expenses

Refers to the costs incurred in the operation of a business or the execution of a project.