Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description:  For drivers living in fear of the rabid Toyotas prowling America’s roadways, the horse-and-buggy era is looking pretty good. But, in reality, there has never been a safer time to get behind the wheel. According to data released Thursday from the U.S. Department of Transportation, the fatality rate on the nation’s roads fell in 2009 to its lowest level ever — 1.16 deaths per 100 million vehicle miles traveled, down from 1.25 per 100 million in 2008.

Date: 03/12/2010


Questions for discussion:

  • Why do you think the public perception of automobile safety is so lopsided?
  • Do you believe the recent negative publicity that has generated this fear will fade away quickly?
  • How can the industry respond to the publicity?

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