1. Topic 3 When Consumer Reports Talks, Buyers Listen

2. Harley-Davidson http://www.harley- davidson.com/en_US/Content/Pages/home.html http://www.harley-davidsontaipei.com.tw/index.php

3. Harley-Davidson Few brands engender (casue, produce) such intense ( strength) loyalty as that found in the hearts of Harley-Davidson mototcycle owners. Why? Because the company’s marketers spend a great deal of time thinking about customers. They want to know hwo customers are, how they think and feel, and why they buy a Harley. That attention to detail has helped build Harley-Davidson into a $5 billion company with more than 900,000 Harley Owners Group (HOG) members, the largest compnay- sponsored owner’s group in the world.

4. Harley-Davidson Harely sells much more than motorcycles. The company sells a feeling of independence, individualism, and freedom. These strong emotional(concerned with emotions and feelings) connections (a relationship between two things,people, or groups) have made Harley-Davidson ownership much more of a lifestyle than only a product consumption (the act of buying and using things) experience.

5. Harley-Davidson To support that lifestyle, Harley-Davidson knows that its most important marketing tool is the network of individuals that ride Harleys. For this reason, Harley- Davidson engages (involve) its customer base through company-sponsored travel adventures, events, and other things such as clothes and accessories (belts, neck) both for riders and for those who simply like to associate (join) with the brand.

6. Harley-Davidson After reading the story of Harley-Davidson, answer the following questions about managing profitable (good) customer relationships. 1.How does Harley-Davidson build long-term customer relationships? 2.What is Harely-Davidson’s value proposition(suggestions)? 3.Relate the concept (thought) of cusotmer equity (justice ) to Harley-Davidson. How does Harley- Davidson’s strategy(policy) focus on the right relationships with the right customers?

7. Harley-Davidson Reference: Armstrong & Kotler,Marketing An Interoduciton, ninth edition. Pearson International Edition.