Dilemma Facing Lexus

1.

Summary

Summarize the case and identify the dilemma facing Lexus.

2.

Analysis #1

Research the products at www.lexus.com.

Discuss each element of the marketing mix for Lexus.

3.

Analysis #2

Discuss each stage of the consumer decision-making process and identify specific marketing strategies Lexus is CURRENTLY using in each stage of the process.

4.

Application

As a marketing manager for Lexus, discuss three external influences on consumer decisions that you would attempt to exploit in order to market the product. Provide specific examples of the marketing techniques you would utilize.