An Analysis of the Marketing Practices of Selected Snowmobile Companies in North America

This thesis describes and analyzes the marketing practices of snowmobile companies in North America. The data were obtained principally from a review of related literature and from structured interviews with representatives from selected snowmobile companies in North America. The main topics discussed in the thesis are: consumer attitudes, channels of distribution, methods of physical distribution, pricing methods and policies, advertising methods and sales promotion. Snowmobiles were purchased primarily for personal pleasure, racing, and family pleasure. Three major characteristics considered by consumers in choosing a brand of snowmobile were the dependability and reliability of the snowmobile, the quality of the construction of the snowmobile, and the availability of parts and service. The channels of distribution employed by snowmobile companies were the manufacturer-distributor-retailer-consumer channel, manufacturer- retailer-consumer channel, and the manufacturer-distributor channel. Twenty-one snowmobile companies employed the manufacturer-distributor- consumer-retailer channel. Four methods of transporting snowmobiles were trucks, railroads, ships, and airplanes. Trucks were employed by all of the snowmobile companies surveyed to transport snowmobiles. Cost-plus pricing was employed by sixteen of the snowmobile companies surveyed for the determination of prices for snowmobiles. Trade, quantity, cash, and seasonal discounts were granted to middlemen. The mean advertising expenditure of the snowmobile companies surveyed was 5.2 percent of the yearly gross revenue. Magazines were the most commonly used advertising medium. Television was adjudged to be the most effective advertising medium for snowmobile companies. All of the snowmobile companies assisted their middlemen in numerous sales promotion activities