 |
 |
 |
 |
 |
 |
 |
|||||
Centre for Integrated Marketing Communications Hosts
American Honda VP
From left: Dr. George Belch, Stephen Center, Dr. Gail Naughton,
Dick Brooks and Dr. Michael Belch
On June 19, 2009, Stephen Center, vice president of marketing for American Honda spoke before a gathering of marketing professionals, faculty and students on the SDSU campus about the marketing challenges and strategies within the U.S. auto industry.
The presentation was part of the Centre for Integrated Marketing Communications’ (IMC) Executive Lecture Series, which features marketing and advertising executives offering their views and expertise on relevant strategies and issues.
Center discussed how the auto industry has evolved so that the number of models has increased, but the number of brands have decreased. He believes that consumers want more electronically-based information about automobiles prior to purchase (as in session-based brochures) and that psychographics are a more accurate way to determine customer wants and needs as opposed to demographics.
©2007 SDSU Centre for Intgrated Marketing Communications Last updated: July 9, 2009 10:18 AM