Ch. 7 - Business Marketing

In business marketing,Honda plays a big role in business marketing. Many businesses use Honda products to conduct their business as in transportation and reselling for profit. Types of business goods and services that Honda provide would be major equipment, accessory equipment and component part. An example of each would be jet planes, engines and generator that Honda manufactures would go under major equipment. Lawn mowers, tillers, trimmers and snow blowers would go under accessory equipment. Car parts such as engines, generators, doors etc. Are considered as component parts.


Dealer can buy cars for business use to make money out of them. Which makes Honda automobiles part of business marketing. Government can also use Honda's automobiles as a way of transportation. Taxi's companies can use Honda automobiles as transportation services.


Honda has joined together with other companies as in General Electric in their aerospace and aviation field. They both wish to develop engines and jet planes. This is an example of strategic alliance.

Ch. 8: Segmenting and Targeting Market

Honda has segmented its market in a way that is its accord and CV-V is for upper class, civic is for upper middle class and city is for middle class. Honda has always targeted upper class groups, upper middle class and middle class. Also been very successful in maintains its target markets and providing with the products of their needs.



According to an article in Indiandrives.com, shows a great example of segmenting and target markets. It states that Honda is planing to expand its network to small cities and towns. The Honda Brio is part of a clear strategy for Honda, they took extensive research of the Indian markets before marketing Honda Brio. They plan to market this product to typical Indian families. The car has room for 5 people and it meets the requirements by the government of India to qualify as a small car. Other Honda models as in city, accord, jazz, civic, and CRV are to be marketed in other small towns in the country side.

Ch. 11 - Developing and Managing Products

As we all know, every year car company's release new models of there cars. Their new product comes with more new features and looks then the previous year model. 
The new 2012 Honda Civic is the 9th generation of the Civic. The overall styling has develop some changes from the 8th generation. The lineup has grown to include 8 major trim levels including the return of a higher mileage HF sedan model. The exterior of the new model is kinda the same as the previous model, it has increased both passenger and cargo space. it uses the 1.81 4-cylinder engine and its fuel economy has improved. The Si model has switched to a new 2.41 4-cylinder engine that produces a little more horsepower. The Hybrid has a new 1.51 4-cylinder engine and lithium ion battery. 

What is Honda doing special for the Holiday Season?

Well, Honda isn't doing much for the Holiday Season. Basically since its the end of the year, Honda dealerships drops the price of the remaining 2011 models in order to bring in the new 2012 models. Almost every other car company does this.

Ch. 16- Integrated Marketing Communications

 Through the use of promotion marketers of Honda have ways to persuade customers to buy Honda's products. They hold a strong promotional strategy to give consumers reasonable prices for their cars. They also use strong competitive techniques to compete with other auto industries in the market. An example of promotional strategy is there advertising commercials in there end of the year sells. Promotional mixes are a combination of promotional tools including advertising, personal selling and sales promotion. Honda uses these mixes to achieve there goals. I say personal selling is a key aspect to there sells because a dealer must persuade and communicate to the customer to buy the car. As i said before advertising is very important to attract customer. Public relations shows Honda's image to what Honda's intentions towards customers. Sales promotion, as i said before, Honda has successful ways to sell there product by placing major discounts and big promotions to make there products affordable. Under publicity Honda is very well known through the media due to commercials and TV shows showing off Honda's product.

AIDA concept is a model outline that process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention, Interest, Desire, Action. Honda grabs there customers attention by showing of there products to the public by mass media. Interest, customers who are interested in driving a buying a car would choose Honda because Honda grabs attention from there customers to buying its product. Desire, the luxury of there affordable cars bring desire to the drivers. Action, the amount of customers buying their products tells that Honda's action to achieve it's goals was a success.