Are owners of such vehicles interested in gas efficiency and environmental issues?
GM’s marketing director for new ventures, Ken Stewart, says, “If you want to get a lot of hybrids on the road, you put them in vehicles that people are buying now.” This tends to summarize the U.S. auto makers’ approach to hybrids. Would you agree with Mr. Stewart? Why or why not?
Evaluate Toyota’s marketing strategy so far. What has Toyota done well? How might it improve its strategy?
Outline the major macro environmental factors—demographic, economic, natural, technological, political, and cultural—that has affected Prius sales. How well has Toyota dealt with each of these factors?
What micro environmental factors affected both the first generation and second generation models of the Toyota Pries? How well has Toyota dealt with these factors?
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