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Does the new Electric Vehicle technology also require less traditional marketing strategies?
2000 (English)In: Transport systems: organisation and planning : 3rd KFB research conference, June 13-14, 2000, Lund: Transportforskningsberedningen , 2000Conference paper, Published paper (Refereed)
Abstract [en]

Building on earlier research in forecasting acceptance of electric vehicles three marketing communication strategies are compared. The strategies are information acceleration, show room visits and free trials. In the first a computerised marketing program, M-EV99, which simulates web-based marketing, is developed and used. The second strategy, show room visits, simulates the traditional car dealer situation while the third, free trials, is an extension of the second. Seen with the eyes of a potential customer, the electric vehicles represent a new, and unknown, technology, which mainly removes one of many non-market disadvantages of traditional vehicles, local emissions, and reduces significantly the second, greenhouse gas emissions. However, these benefits come at high costs to the individual owner/user of the electric vehicle: higher price, limited driving range, long recharging times, and lower top speed and acceleration. A product like this hardly sells itself. Hence, skilful marketing is needed in order for it to be accepted and diffused

Place, publisher, year, edition, pages
Lund: Transportforskningsberedningen , 2000.
National Category
Production Engineering, Human Work Science and Ergonomics
Research subject
Engineering Psychology
Identifiers
URN: urn:nbn:se:ltu:diva-36979Local ID: ad69b550-5546-11dc-8e15-000ea68e967bOAI: oai:DiVA.org:ltu-36979DiVA: diva2:1010478
Conference
KFB Research Conference : 13/06/2000 - 14/06/2000
Note
Upprättat; 2000; Bibliografisk uppgift: cd-rom; 20070828 (biem)Available from: 2016-10-03 Created: 2016-10-03 Last updated: 2017-11-25Bibliographically approved

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Gärling, Anita
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CiteExportLink to record
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  • apa
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