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Table 19-1
Lynn Hickey Dodge: Motivators (cont'd.)
Activity Description Motives Involved
Total orientation Prospective customers
are oriented to the deal-
ership, services, custom
shop, financing, etc. 		OR: Circumstances
Announcements The only public annou-
ncements made are to
welcome new buyers
into the Lynn Hickey
family. 		Adaption
Since dealership is pos-
itioned as a family,
there is an element of
spiritual survival. 		Spiritual Survival

REFERENCES

Lynn Hickey Dodge, in Automobile Dealer Magazine. ( September-October 1995).

Reis A., & Trout J. ( 1981). Positioning: The battle of your mind. New York: McGraw
Hill.

-230-

Questia, a part of Gale, Cengage Learning. www.questia.com

Publication Information: Book Title: Marketing to the Mind: Right Brain Strategies for Advertising and Marketing. Contributors: Richard C. Maddock - author, Richard L. Fulton - author. Publisher: Quorum Books. Place of Publication: Westport, CT. Publication Year: 1996. Page Number: 230.
    
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