C. Building Customer Value: Products, Services & BrandsMarketing Technology Mobile HotspotYou've heard of mobile Wi-Fi hotspots, but one is truly mobile- your car. Automobilemanufacturers Audi, Ford, Nissan, and General Motors are equipping cars with 10-inchscreens and Internet access. Cadillac's new XTS includes an iPad-like touch screen and voicecommands so you can keep in touch with your friends on Facebook. The government isconcerned that Web access will cause a spike in accidents due to increased driverdistraction and wants the devices to only work when the car is in park. Such guidelines areonly suggestions, however, leaving car manufacturers to include whatever they thinkcustomers want in their vehicles. The industry's argument is that these new gadgets aresafer than the handheld ones drivers are already using in their cars. Automakers claim thatthere will be even fewer buttons than currently found in cars, possibly resulting in greatersafety for drivers and passengers.1. Describe the core, actual, and augmented levels of product associated with anautomobile. What level does the mobile Wi-Fi system represent? Explain.2. Debate the pros and cons of including Wi-Fi Internet access in automobiles. Should theInternet access feature be included in automobiles?

The given excerpt is on the topic of Marketing Technology (Mobile Hotspot), and the following are…

Answered: 1. Describe the core, actual, and…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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1. Describe the core, actual, and augmented levels of product associated with an automobile. What level does the mobile Wi-Fi system represent? Explain. 2. Debate the pros and cons of including Wi-Fi Internet access in automobiles. Should the Internet access feature be included in automobiles?