The Marketing of Harley-Davidson
Date Submitted: 07/15/2003 07:21:46
Category: / Business & Economy / Marketing and Advertising
Length: 4 pages (1230 words)
Category: / Business & Economy / Marketing and Advertising
Length: 4 pages (1230 words)
"Nice Harley. I was going to get one of those, too. But I spent $6,495 on a killer dinette set. Harley . . . Dinette Set, Harley . . . Dinette Set. Went with the Dinette Set" (Harley-Davidson, 2004). With its latest commercial Harley-Davidson brings together their two core consumer markets, the hard-core bikers and the up-and-coming baby boomers.
To both of these groups, the Hog represents freedom. To the "biker" it is the open road, no ties left behind, living one day …
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…generation customers into the fold. And so, the dilemma continues, Harley . . . Dinette Set. Get the Harley.
Bibliography
Allen, Gemmy. (1999). Introduction to Marketing.
Cobb, James G. (2002, October 23). Niche Mania! New York Times. P. G-1.
Harley-Davidson Website. (2004).
Milligan, Brian. (2000, September 21). Harley-Davidson Wins by Getting Suppliers on Board. Purchasing Magazine Online. Retrieved April 5, 2004 from http://www.manufacturing.net/pur/index.asp?layout=articlePrint&articleID=CA139508
Shapiro, Stan. (2003). Mini-Lecture to Touro University International Students. Readings 1 & 3.
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