The role of marketing in the introduction of technologically new products: the case of the electric car
George Tesar, Gerald G. Udell Ph.D., G. M. Naidu Ph.D.
Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 4
Abstract
The energy and environmental crises are important problems facing the United States today. With less than 6% of the world's population, the U.S. accounts for 47% of the world's automobiles and nearly 35% of the total energy demand. Automobiles consume nearly 14.5% of the total energy demand and are the major source of air pollution. Whiel there are many potential solutions for the energy and environmental crises, this paper specifically focuses on how the electric car can be a partial answer to the complex problem of personal transportation. The paper specifically discusses the role of marketing in bridging the gap between technology and the consumer. On the basis of an extensive exploratory study, the authors contend that there is sufficient interest among consumers for an economical, pollution-free, electric car. Understanding the consumer's need and developing a product that is feasible, considering existing technology, is the role that marketing must play.
Keywords
Marketing, Internal Combustion Engine, Gasoline Consumption, Effective Marketing, Standard Metropolitan Statistical Area
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