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The Marketing Environment and Consumer Choice Essay

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The Marketing Environment and Consumer Choice




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Introduction
One of the best ways of improving corporate image in the automobile industry is by ensuring that the industry satisfy the needs of consumers. These needs would include the utility derived from their product, the safety assurance of the brands and the overall best performance in the lifetime assessment as for the environmental effects. There is a global concern over the carbon dioxide emission in the Automobile industry and the consumers are now given a chance to adopt a lifestyle that is caring to the environment. The electric and Hybrid brands have promised to revolutionize and rival the traditional cars in their economy on fuel and their friendliness to the environment. This shift cannot only be economical but beneficial to the mankind and their future generations which expect us to pass on the best of the environment we can afford. However, marketing of such zero-emission vehicles (ZEVs) has posed many questions in the public sector as regard to the desirable policy, technological shift uncertainties and unanticipated demand (Mills 2008). This paper evaluates the current marketing environment for ZEVs, the variables which influence consumer choice and the barriers to adoption of ZEVs in the Australian context.
The current marketing environment for ZEVs such as electric cars and hybrid cars
In the wake of global environmental concern, electric and hybrid cars are known to be kinder products to the environment in their bid to limit the emissions especially in the world where endless roads and constant car travel are harming the ozone layer at a high rate. Subsequently, the demand of the green electric and hybrid cars goes up thus creating a dire need...


... middle of paper ...


...from electric vehicles: emissions from electricity generation, Energy & Environmental Science, vol. 3, no.12,pp. pp. 1812-1825.

Lund, H & Kempton, W 2008, Integration of renewable energy into the transport and electricity sector through V2G In: Journal of Energy Policy, vol. 36, no.9, (2008); p. 3578–3587

Mills, MK 2008, Environmentally-active consumers' preferences for zero-emission vehicles: public sector and marketing implications. Journal of Nonprofit and Public Sector Marketing, vol.19, no.1, pp. 1-33.

OECD, 2009, The Automobile Industry in and Beyond the Crisis. OECD Economic Outlook, vol.2, no. 86, pp. 81-112.

Toyota Motor Corporation, 2008, Worldwide Prius Sales Top 1 Million. viewed 3 October 2011, .

Weygandt, et al. 2007, Managerial Accounting: Tools for Business, John Wiley & Sons, New York


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