Chrysler Group LLC (pronounced /ˈkraɪslər/) is a multinational automaker headquartered in the Detroit suburb of Auburn Hills, Michigan. Chrysler was first organized as the Chrysler Corporation in 1925.[3]
On June 10, 2009, Chrysler Group LLC emerged from a Chapter 11 reorganization and announced a plan for a partnership with Italian automaker Fiat.[4][5] Fiat holds a 25% stake in the new company, with an option to increase its stake to 35%, and up to 51%, if it meets financial and developmental goals for the company.[6] Fiat's stake cannot go beyond 49% until the government has been paid back in full.[7]


rch, we often think of data as the conglomeration of numbers obtained from a survey. Unlike mere numbers, however, data is inherently meaningful. It assumes meaning to the extent that it relates to an aspect of phenomenal reality. More colloquially put, phenomenal reality is "where the things of interest (phenomena) are happening." In marketing research, that phenomenal reality is usually the marketplace.

Figure I illustrates my own viewpoint on how data should be construed. In Figure 1, phenomenal reality is represented by the Oriental symbol of wholeness--Yin and Yang. For those unfamiliar with this symbol, a brief explanation is in order. The ancient Chinese believed that the world originated with two opposite yet complimentary "forces." Yin is symbolized by the large black area of the symbol, and Yang by the large white area. Within each area, there is a small dot of the opposite color. This dot represents the interdependence of Yin and Yang, despite their separateness. These two "forces" also have connotative as well as denotative aspects. Yin is characterized as female, passive and dark. Yang is characterized as male, active and light.

What the Yin-Yang symbol is intended to reflect, for current purposes, is the idea that the many phenomena we investigate have a "completeness" that is resistant to an analysis designed to break it into components. Although dividing the whole is sometimes the only way to gain understanding, that whole must eventually be reconstituted in our theories about the phenomena. The significance of this viewpoint is not patently obvious if one construes data using only more traditional Western thought, which emphasizes componential aspects (e.g., computer flow charts).

The Yin-Yang symbol also captures the subtle complexity of the phenomena under investigation. It suggests a "harmony of opposites." If data reflected only chaos, there would be no reason to collect it in the first place. The "pie wedge" removed from the symbol represents the act of measurement to obtain data.

It should be made clear that we are not talking here about drawing a sample from a population of consumers. In sampling, we expect to obtain a representative group of respondents--a sort of microcosm of the population. Notice that what we obtain is not a microcosm of the symbol (i.e., a complete, but smaller Yin-Yang symbol), but rather incomplete information in the form of a piece of data.

For the purposes of the following discussion, any complex black and white figure could suffice. Here the "surplus meaning" of the Yin-Yang symbol merely enriches the process. Imagine that you did not know what the entire symbol looked like. You had only the piece of data. What could you conclude about the entire symbol? For one, you could conclude that it has both white and black areas. For another, you could conclude that it is possible to have a circle of white surrounded by black. You might also note the arc of the edge of the piece. Something you might be able to infer, but not necessarily conclude, is that the arc is part of a larger circle. Likewise, you might be able to conjecture that a small black circle might also exist.

By "slicing" things slightly differently the next time you collect data, you might get the black circle. Or, you might get a portion of the "S" shaped curve that divides the main regions of black and white. In other words, data can never give us the "full picture." We must use our mental faculties to interpret that data for it to become useful. A key point to be made here is that we sometimes concentrate on the piece of data rather than on how it fits into the whole.

Theories are developed to explain or account for phenomena. In any particular discipline, there is an implicit understanding of what "counts" as a phenomenon of interest. For example, the behavior of free- falling bodies would considered appropriate for study by physicists, but not by marketing researchers. In marketing research, the primary phenomenon of study is purchase behavior.

The bane of marketing research is the theory-less "one-shot" study. Anyone who continually does one- shot studies is simply wasting ammunition. A one-shot marketer is trying to grab the proverbial gold ring on the carousel. A one-shot researcher is using skills and training in a mostly opportunistic way. Approached correctly, the field of marketing research can grow in sophistication to encompass issues bordering on a better understanding of human behavior itself. Approached poorly, it will never be more than a way for marketers to help protect their interests in risk-laden situations.

In this context, it should be noted that many of the activities related to marketing research are actually tangential to the purchase behavior per se. For example, advertisements are often tested to determine their effectiveness in communicating key ideas, but testing is not typically tied to the purchase behavior. Only in recent years, with the advent of scanner technology, has it even been feasible to ask whether or not advertising can produce a measurable effect on purchase behavior. There is no doubt, of course, that advertising (and other promotional activities) can help establish the preconditions for a particular purchase behavior (e.g., awareness of a new product).

Data in marketing research
From whatever angle one approaches the topic of "data use," there are certain premises that are tacitly assumed. From the purely academic perspective, the major premise is that the "goal" of marketing research is an explanation of the dynamics of the marketplace. What is sought is understanding rather than knowledge about a specific situation. The practical applications of this understanding need not be immediate, but application ought to be within the realm of possibility. The academic perspective can be seen as a "long-term" one. The main reason it can be viewed so is that there is no reason to believe that the bases of consumer behavior will change radically over time. Specific products and services may change, but not the underlying principles governing behavior. In this vein, marketing research can be viewed as a special member of the family of behavioral sciences-- special because of its direct ties to practical concerns. The cross-fertilization of the behavioral sciences over the years is evident to even the casual observer. Through this dynamic process, models of the marketplace are being molded, chiseled, and hewn into powerful conceptual frameworks.

From a business perspective, the major premise is that the goal of marketing research is to provide information for decision making. Marketing research, per se, holds no preeminent position in the array of information used to reach decisions. Obviously, the overriding goal for a decision maker is to seek good decisions and avoid bad decisions. This "short-term" perspective might be labeled hedonic empiricism. In this context, the "long-term" view is precluded by the immediacy of the need for information

improvements and reduce the price of the original ones. It is not only ensure the sales of the new products, also lengthen the life time of the old ones. As long as the enterprises innovates, challenges itself, surpass itself, it will be able to keep leadership when compete with other manufacturers.



Meanwhile, the price should be made on the basis of sufficient market researches on consumers. No matter what an advanced technology that a product has, it is successful only the consumers love and purchase it. Take Nokia 88 series and 89 series as an example, these phones were made for those costumers who have strong purchase abilities and treat the mobile phone as a symbol of their status. So this kind of mobile phones usually has a high price and a long life cycle, and seldom reduces their price because their users do not change their mobile phones too frequently.

C. Promotion Strategy

The promotional strategy for Nokia to increase the sales is the integrated promotional strategy. It is a series of activities inform the consumer the existence and characteristics of the enterprises, brands and products, which could arouse the market demands, create and maintain the image of a company.



The promotional activities of Nokia are always based on the topic like fashion, convenience and function etc. Especially in the past two years, it pays more and more attention to attract consumers and create consumer group through the usage of emotional elements.



"Technology Connecting People" is the distinguished brand concept of Nokia, which has been rooted in consumers’ mind through some traditional promotion methods like TV advertisements, magazine advertisements. But now, it adopts some new ways to publicize its products. Nokia usually contracts with film distributors to make its phones appear in the film. This is actually an advertisement in a different form. People could see Nokia phones in the TV or film just like “Friends”, “Love of Scenery” and “An Empire” etc. And Nokia takes the lead to use the celebrity effect and presents the celebrity with its own products. It also holds programs accord with its products to publicize the brand, concept and the culture of Nokia.

D. Marketing Channel Strategy of Nokia

The marketing channel strategy is a set of inter-reliant channels through which the products could be spread from manufacturers to the consumers. The meaning of products here is not restricted to the tangible ones. The marketing channel strategy is an important component of the entire marketing system, which plays a significant part in reducing the cost and enhancing the competitive power of the enterprise. Along with the market development, the patterns of the marketing channel strategy are diversified. The vertical marketing system, horizontal marketing system and hybrid marketing system are three common forms. (Arch W, 1975)



Nokia choose its local business agent based on 5C principle. That is to say, Nokia will decide whom to choose according to their capital, credibility, channel, cooperation and management. Once the decision is made, the agent must comply with the contract, and sale the phone in his own area. The office should supply perfect base station for the sell. Meanwhile, pay attention to the network marketing and try to take the intensive marketing strategy in all domains.



In 2005, Nokia chose new channel pattern called FD, which has ability to change the provincial agent into funds platform, save a lot of intermediate links and make the channel flat. Through this method, most of Nokia monopoly stores can acquire the ability of direct supply, which will help Nokia reduce the decision time, ensure the profit of its terminal cooperators and its good post-sale service.

9 recommendation
Analysis shows that Nokia has been able to use strategies and approach to meet the needs and demands of their target market. However, it can be said that the company still needs to consider strategies to remain competitive in the Chinese market because of the emergence of their competitors. In doing so, the following recommendations should be considered. In terms of target market, or position strategy, Nokia must be able to enhance they strategy of targeting specific group of individuals by downsizing their number to those who have the purchasing power and the demand for their products will be considered as the niche market of the business organization in selling their ideas and products. Defining the niche market will entail intensive market research and sales strategy for the business endeavor to succeed (Kotler & Armstrong, 2001). In line with positioning, the major task of Nokia here is to decide more usage situations for consuming the product. This is easier for food products but may be difficult for functional like mobile phones products.
 
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Chrysler Group LLC (pronounced /ˈkraɪslər/) is a multinational automaker headquartered in the Detroit suburb of Auburn Hills, Michigan. Chrysler was first organized as the Chrysler Corporation in 1925.[3]
On June 10, 2009, Chrysler Group LLC emerged from a Chapter 11 reorganization and announced a plan for a partnership with Italian automaker Fiat.[4][5] Fiat holds a 25% stake in the new company, with an option to increase its stake to 35%, and up to 51%, if it meets financial and developmental goals for the company.[6] Fiat's stake cannot go beyond 49% until the government has been paid back in full.[7]


rch, we often think of data as the conglomeration of numbers obtained from a survey. Unlike mere numbers, however, data is inherently meaningful. It assumes meaning to the extent that it relates to an aspect of phenomenal reality. More colloquially put, phenomenal reality is "where the things of interest (phenomena) are happening." In marketing research, that phenomenal reality is usually the marketplace.

Figure I illustrates my own viewpoint on how data should be construed. In Figure 1, phenomenal reality is represented by the Oriental symbol of wholeness--Yin and Yang. For those unfamiliar with this symbol, a brief explanation is in order. The ancient Chinese believed that the world originated with two opposite yet complimentary "forces." Yin is symbolized by the large black area of the symbol, and Yang by the large white area. Within each area, there is a small dot of the opposite color. This dot represents the interdependence of Yin and Yang, despite their separateness. These two "forces" also have connotative as well as denotative aspects. Yin is characterized as female, passive and dark. Yang is characterized as male, active and light.

What the Yin-Yang symbol is intended to reflect, for current purposes, is the idea that the many phenomena we investigate have a "completeness" that is resistant to an analysis designed to break it into components. Although dividing the whole is sometimes the only way to gain understanding, that whole must eventually be reconstituted in our theories about the phenomena. The significance of this viewpoint is not patently obvious if one construes data using only more traditional Western thought, which emphasizes componential aspects (e.g., computer flow charts).

The Yin-Yang symbol also captures the subtle complexity of the phenomena under investigation. It suggests a "harmony of opposites." If data reflected only chaos, there would be no reason to collect it in the first place. The "pie wedge" removed from the symbol represents the act of measurement to obtain data.

It should be made clear that we are not talking here about drawing a sample from a population of consumers. In sampling, we expect to obtain a representative group of respondents--a sort of microcosm of the population. Notice that what we obtain is not a microcosm of the symbol (i.e., a complete, but smaller Yin-Yang symbol), but rather incomplete information in the form of a piece of data.

For the purposes of the following discussion, any complex black and white figure could suffice. Here the "surplus meaning" of the Yin-Yang symbol merely enriches the process. Imagine that you did not know what the entire symbol looked like. You had only the piece of data. What could you conclude about the entire symbol? For one, you could conclude that it has both white and black areas. For another, you could conclude that it is possible to have a circle of white surrounded by black. You might also note the arc of the edge of the piece. Something you might be able to infer, but not necessarily conclude, is that the arc is part of a larger circle. Likewise, you might be able to conjecture that a small black circle might also exist.

By "slicing" things slightly differently the next time you collect data, you might get the black circle. Or, you might get a portion of the "S" shaped curve that divides the main regions of black and white. In other words, data can never give us the "full picture." We must use our mental faculties to interpret that data for it to become useful. A key point to be made here is that we sometimes concentrate on the piece of data rather than on how it fits into the whole.

Theories are developed to explain or account for phenomena. In any particular discipline, there is an implicit understanding of what "counts" as a phenomenon of interest. For example, the behavior of free- falling bodies would considered appropriate for study by physicists, but not by marketing researchers. In marketing research, the primary phenomenon of study is purchase behavior.

The bane of marketing research is the theory-less "one-shot" study. Anyone who continually does one- shot studies is simply wasting ammunition. A one-shot marketer is trying to grab the proverbial gold ring on the carousel. A one-shot researcher is using skills and training in a mostly opportunistic way. Approached correctly, the field of marketing research can grow in sophistication to encompass issues bordering on a better understanding of human behavior itself. Approached poorly, it will never be more than a way for marketers to help protect their interests in risk-laden situations.

In this context, it should be noted that many of the activities related to marketing research are actually tangential to the purchase behavior per se. For example, advertisements are often tested to determine their effectiveness in communicating key ideas, but testing is not typically tied to the purchase behavior. Only in recent years, with the advent of scanner technology, has it even been feasible to ask whether or not advertising can produce a measurable effect on purchase behavior. There is no doubt, of course, that advertising (and other promotional activities) can help establish the preconditions for a particular purchase behavior (e.g., awareness of a new product).

Data in marketing research
From whatever angle one approaches the topic of "data use," there are certain premises that are tacitly assumed. From the purely academic perspective, the major premise is that the "goal" of marketing research is an explanation of the dynamics of the marketplace. What is sought is understanding rather than knowledge about a specific situation. The practical applications of this understanding need not be immediate, but application ought to be within the realm of possibility. The academic perspective can be seen as a "long-term" one. The main reason it can be viewed so is that there is no reason to believe that the bases of consumer behavior will change radically over time. Specific products and services may change, but not the underlying principles governing behavior. In this vein, marketing research can be viewed as a special member of the family of behavioral sciences-- special because of its direct ties to practical concerns. The cross-fertilization of the behavioral sciences over the years is evident to even the casual observer. Through this dynamic process, models of the marketplace are being molded, chiseled, and hewn into powerful conceptual frameworks.

From a business perspective, the major premise is that the goal of marketing research is to provide information for decision making. Marketing research, per se, holds no preeminent position in the array of information used to reach decisions. Obviously, the overriding goal for a decision maker is to seek good decisions and avoid bad decisions. This "short-term" perspective might be labeled hedonic empiricism. In this context, the "long-term" view is precluded by the immediacy of the need for information

improvements and reduce the price of the original ones. It is not only ensure the sales of the new products, also lengthen the life time of the old ones. As long as the enterprises innovates, challenges itself, surpass itself, it will be able to keep leadership when compete with other manufacturers.



Meanwhile, the price should be made on the basis of sufficient market researches on consumers. No matter what an advanced technology that a product has, it is successful only the consumers love and purchase it. Take Nokia 88 series and 89 series as an example, these phones were made for those costumers who have strong purchase abilities and treat the mobile phone as a symbol of their status. So this kind of mobile phones usually has a high price and a long life cycle, and seldom reduces their price because their users do not change their mobile phones too frequently.

C. Promotion Strategy

The promotional strategy for Nokia to increase the sales is the integrated promotional strategy. It is a series of activities inform the consumer the existence and characteristics of the enterprises, brands and products, which could arouse the market demands, create and maintain the image of a company.



The promotional activities of Nokia are always based on the topic like fashion, convenience and function etc. Especially in the past two years, it pays more and more attention to attract consumers and create consumer group through the usage of emotional elements.



"Technology Connecting People" is the distinguished brand concept of Nokia, which has been rooted in consumers’ mind through some traditional promotion methods like TV advertisements, magazine advertisements. But now, it adopts some new ways to publicize its products. Nokia usually contracts with film distributors to make its phones appear in the film. This is actually an advertisement in a different form. People could see Nokia phones in the TV or film just like “Friends”, “Love of Scenery” and “An Empire” etc. And Nokia takes the lead to use the celebrity effect and presents the celebrity with its own products. It also holds programs accord with its products to publicize the brand, concept and the culture of Nokia.

D. Marketing Channel Strategy of Nokia

The marketing channel strategy is a set of inter-reliant channels through which the products could be spread from manufacturers to the consumers. The meaning of products here is not restricted to the tangible ones. The marketing channel strategy is an important component of the entire marketing system, which plays a significant part in reducing the cost and enhancing the competitive power of the enterprise. Along with the market development, the patterns of the marketing channel strategy are diversified. The vertical marketing system, horizontal marketing system and hybrid marketing system are three common forms. (Arch W, 1975)



Nokia choose its local business agent based on 5C principle. That is to say, Nokia will decide whom to choose according to their capital, credibility, channel, cooperation and management. Once the decision is made, the agent must comply with the contract, and sale the phone in his own area. The office should supply perfect base station for the sell. Meanwhile, pay attention to the network marketing and try to take the intensive marketing strategy in all domains.



In 2005, Nokia chose new channel pattern called FD, which has ability to change the provincial agent into funds platform, save a lot of intermediate links and make the channel flat. Through this method, most of Nokia monopoly stores can acquire the ability of direct supply, which will help Nokia reduce the decision time, ensure the profit of its terminal cooperators and its good post-sale service.

9 recommendation
Analysis shows that Nokia has been able to use strategies and approach to meet the needs and demands of their target market. However, it can be said that the company still needs to consider strategies to remain competitive in the Chinese market because of the emergence of their competitors. In doing so, the following recommendations should be considered. In terms of target market, or position strategy, Nokia must be able to enhance they strategy of targeting specific group of individuals by downsizing their number to those who have the purchasing power and the demand for their products will be considered as the niche market of the business organization in selling their ideas and products. Defining the niche market will entail intensive market research and sales strategy for the business endeavor to succeed (Kotler & Armstrong, 2001). In line with positioning, the major task of Nokia here is to decide more usage situations for consuming the product. This is easier for food products but may be difficult for functional like mobile phones products.

Hey netra, great information on Chrysler and i would like to thank you for your research work. Well, after reading your document i thought i should also add some more information on Chrysler so uploading a document which would be useful.
 

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