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Even companies such as Mercedes and BMW finding it necessary to move their marketing focus just to stay competitive. Cobb explains, "But like other automakers who have expanded their reach by moving upscale or down-market or both, even Mercedes has scrambled its mix. Today, a modestly successful blues belter can probably swing the monthly lease payments on a C230 Sports Coupe, which at $25,000 and up costs no more than certain Honda Accords. Sport utility vehicles bearing the Mercedes three-pointed star shuttle junior-hockey players through middle-class suburbs. A would-be Mercedes buyer has to choose among nearly 40 distinct models in 9 car and truck lines, with more on the way...
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Common topics in this essay:
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- Big Shoe To Fill
- Japanese Automakers face Endaka
- Market Niches
- Marketing Plan For Benefit To Increase Market Share In Its Existing Market Segment
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