of a luxury item to own rather than a conventional form of transportation, the market would be similar to that of the Ferrari or Lotus Esprit – type vehicles.3. AM General’s marketing mix will differ between that for the consumer and that for the business-to-business segment. For business-to –business transactions, product will meet the specifications requested by the business (their needs). Place isn’t too important. Price is pretty much lacking competition for the most part, and will only be important as to what the government can afford (contracts?). Promotion will not be a huge concern here, either. Am General will need to provide information that will make the government realize that their products (vehicles) are strong, reliable automobiles by which the government will benefit from (they will aid in military defense and development). For consumers, AM General will have to work a little harder in the promotional area. The name and image of the vehicle alone will attract customers who wish to identify with this image. However, the consumers need to believe that a Hummer can actually be driven around easily and safely by any consumer, not by just the military. Price will be of significance. Not many people will be able to purchase such an expensive, impractical vehicle. Place may be of importance as well. The Hummer may be more attractive to those living in certain types of terrain where they feel they can enjoy the luxury of the outstanding performance of a Hummer off road, in water, sand, etc. Does there need to be Hummer dealership on every corner in every city? No. Hummers should be available upon special request because their target market is so specific. If a consumer wants one, they will search for one. They won’t decide to drop by the dealership on their way home from work and work a deal! Buying a Hummer is a major decision (for most of us, anyway)....
