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Question: BMW, the luxury German car maker, stands for performance and luxury. The company has grown its product line by targeting specific market segments. BMW’s full range of cars includes 1 series, 3 series,
5 series, 6 series, 7 series, X3 SUV, X5 SUV, X6 SUV,Z4 and M. The 7 series was targeted to a group of consumers who were traditional and wealthy. They liked to be showy with flamboyant cars. They didn’t like sporty cars but preferred comfort and luxury, so BMW added electronic features like window controls,
airflow, night vision, etc. The X5 was created to target a group of customers who weren’t born in wealthy families but had achieved success recently. They had taken up activities like biking and golf. These customers needed a bigger car for their active lifestyles and big families. Discuss on what dimensions
(geographic, psychographic, demographic, behavioral) has BMW segmented and targeted customers for the 7 series and X5 models.
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