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Marketing Exclusivity and Status

Luxury goods can facilitate good discussions when talking about consumers and their buying behavior.  If you’re looking for a current topic to use when talking with your students, consider the new Lamborghini Aventador SVJ.  The new luxury sports car is faster and pricier ($518,000) than the base Aventador model.  Only 900 of the new model will be produced which can add to the status achieved by owners of the car (and can further influence purchasing decisions).  You might also use this in a discussion about segmentation or marketing strategy.  Who would be the target market for this car?  How can Lamborghini effectively target that market and what might their marketing mix look like?

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