Marketing Cadillac Automobiles in China

Malcolm Gladwell (2002) postulated the tipping point theory as more than just a model for explaining political, social, and economic phenomena. According to Gladwell (2002), an understanding of the factors that lead to tipping points provides a basis for influencing (manipulating) phenomenological trends.

A tipping point is the stage in the progression of a phenomenon when a critical mass is attained. The concept of a critical mass in physical science (nuclear physics as an example), social science (economics as an example), public health (the HIV epidemic as an example), or any other unstable phenomenon when development reaches the point that the character of the phenomenon changes dramatically. When sufficient enriched plutonium is amassed in a sufficiently close proximity, the somewhat unstable atoms become highly unstable and create a massive explosion that in turn unleashes highly destructive blast effects, devastating thermal effects, and deadly radiation. By understanding the concept of

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the interpretation of luxury by a person earning a minimum wage, for which luxury may not be a Cadillac, but rather a hot meal. Nevertheless, Professor Twitchell (2002) says that everyone needs luxury, and that spending on luxuries will continue to grow. The marketers of Cadillac automobiles in China, however, will need to dispense with the democratization of luxury and focus on the filthy rich. Underhill (1999) focuses on the factors that induce people to buy. His message distilled is that marketers should make the selling experience pleasant by understanding the things that turn-off certain buyer groups. This approach means that marketers must (a) accurately define the target market, (b) learn the likes and dislikes of the target market, and (c) avoid pushing the hot buttons that will cause the buyers to flee the store or the marketer. Assessing General Motors' Marketing Effort in China for Cadillac Automobiles The initial question is as follows: What is the IMC opportunity? IMC stands for integrated marketing communications (Belch & Belch, 2003). The IMC opportunity in China is the potential to use effective marketing communications to exploit a desire for large luxury automobiles among a small segment of Chinese socie
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Approximate Word count = 1222
Approximate Pages = 5 (250 words per page)

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