Terry Labonte Chevrolet Dealer Targets College Student Market

Abstract

This case presents the problem of a new owner of an existing dealership coupled with a move to a new location/new facility within the city. The marketing problem is presented whereby a college marketing class is challenged to create a promotional event on campus to make students aware of the dealership and its location. Additionally, two surveys were administered to gain insight of the college student in regard to the dealership and its products/services. Questions/assignments are posed for students appropriate for a marketing promotions course. The questions/assignments address the goals stated by the manager of the dealership.