Female-friendly Ford
Article Abstract:
Ford of Canada (Oakville, Ontario) is tailoring its marketing strategies to fit women, who the company's research suggests differ significantly with men in making car purchasing decisions. The company's share of the women's market is 10% to 15%, which is less than the company's total market share of 22.7% in 1997, according to DesRosiers Automotive Reports. With women's purchasing idiosyncracies in mind, the company has abandoned traditional advertising and instead is turning to sponsorships to reach out to women. The company is also holding events where women can test-drive cars and ask questions without sales pressure.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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Perto-Canada grabs Olympic rings
Article Abstract:
Petro-Canada Inc has signed an agreement with Toronto, Ontario-based Canadian Olympic Assn (COA) in Jul 11, 2000 that makes the Calgary, Alberta-based oil company one of Canada's Olympic sponsors. The company was already involved in a similar sponsorship in 1988, when it partnered with COA for its Olypmic Torch Scholarship Fund. The new deal with COA is a five-year contract covering the next three Games.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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GM tries to shore up falling share
Article Abstract:
General Motors Canada of Oshawa, Ontario, is aggressively promoting its Chevrolet Cavalier and Pontiac Sunfire models in an effort to regain its usual market share of between 32% and 33% from 31.7% in 1997 and 30% in 1998. Furthermore the automaker has cut lease rates on Sunfire and Cavalier vehicles and came up with such features as power door locks and cruise control for free.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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