The Porsche's Garage: Ch. 16

No matter how well developed, priced, or distributed a product is its ability to exist in the marketplace will suffer without effective promotion. To achieve the ultimate goal of promotion you must get the consumer to purchase your goods or services, or in the case of Porsche, buy their cars. The classic Model that helps companies reach these goals is called the ADIA concept. This acronym is defined as attention, interest, desire and action. Most Buyers involved in high-involvement purchase situations pass through the four stages. Attention- The marketer or advertiser must gain the attention of the targeted market. This is crucial when a company鈥檚 target market does not know the goods or services exist, therefore the company cannot sell. Porsche creates attention mostly through their ads on the television, in magazines and on the internet. Interest- "Simple Awareness of a brand seldom leads to a sale" so Porsche must create interest in the product.

The most effective way for Porsche to do this is by performing demonstrations and target messages to create interest in their cars. The show "Top Gear" tests many luxury and sports cars, like Porsche. The cast tests these cars on performance, their aesthetic design and any other aspect that has the potential of creating a deeper sense of interest. Desire- Potential customers for Porsche may like the concept of the Porsche Cayman for example, but they may not feel the car is necessarily better or practical for everyday use. So Porsche must now create brand preference that adds practicality to its already premium performance and look. Specifically, Porsche created the "Everyday Magic" campaign to combat the idea that their cars weren't practical. This campaign was very effective and served as the best solution to enhance the consumer's desire for the cars. Action- Some of the customers in Porsche's target market may have decided to get a Porsche but have not made the actual purchase. As further motivation to make the buy, Porsche would advertise features and benefits like price discounts on parts, free deliver, or extended a warranty.

0.5 in. (96.5 in.) wheel base. What is the wheel base of the 2011 Porsche Boxster? The 2011 Porsche Boxster has a 7 ft. 11.1 in. (95.1 in.) wheel base. What is the wheel base of the 2013 Porsche Cayenne? The 2013 Porsche Cayenne has a 9 ft. 6 in. (114 in.) wheel base. What is the wheel base of the 2011 Porsche Cayenne? The 2011 Porsche Cayenne has a 9 ft. 6 in. (114 in.) wheel base. What is the wheel base of the 2014 Porsche Panamera? The 2014 Porsche Panamera has a 9 ft. 7 in. (115 in.) wheel base. What is the wheel base of the 2002 Porsche 911? The 2002 Porsche 911 has a 7 ft. 8.6 in. (92.6 in.) wheel base. What is the wheel base of the 2009 Porsche 911? The 2009 Porsche 911 has a 7 ft. 8.5 in. (92.5 in.) wheel base.

What is the wheel base of the 2008 Porsche Cayenne? The 2008 Porsche Cayenne has a 9 ft. 4.4 in. (112.4 in.) wheel base. What is the wheel base of the 2007 Porsche 911? The 2007 Porsche 911 has a 7 ft. 8.5 in. (92.5 in.) wheel base. What is the wheel base of the 2001 Porsche Boxster? The 2001 Porsche Boxster has a 7 ft. 11.2 in. (95.2 in.) wheel base. What is the wheel base of the 2013 Porsche Panamera? The 2013 Porsche Panamera has a 9 ft. 6.9 in. (114.9 in.) wheel base. What is the wheel base of the 2010 Porsche Cayman? The 2010 Porsche Cayman has a 7 ft. 11.1 in. (95.1 in.) wheel base. What is the wheel base of the 2002 Porsche Boxster? The 2002 Porsche Boxster has a 7 ft. 11.2 in. (95.2 in.) wheel base. What is the wheel base of the 2003 Porsche Boxster? The 2003 Porsche Boxster has a 7 ft.