Audi marketing executives and their counterparts advertising agency must decide which of several versions advertising should be used for the opening campaign for the Audi 5000, their new record is planned to replace the car 100Ls Audi in the United States in the autumn of 1977. Positioning in 5000 focused on the engineering and design excellence. Two alternative penalty on the basis of this strategy have been considered. Background information is provided on the German Audi and the U.S. experience of marketing, competitive positioning of vehicles in the United States, and the new campaigns. "Hide
by Stephen A. Greyser, Robert J. Kopp Source: Harvard Business School 18 pages. Publication Date: January 22, 1991. Prod. #: Five hundred ninety-one thousand and sixty-five-PDF-ENG
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