Chapter V- Consumer Decision Making- Ferrari

Ferrari doesn't advertise its products on TV or in Newspapers, and if they want to sell one of their more exclusive products, like the Enzo or the F450 Scuderria, they will call you (if you got the cash and they dim you worthy). But if you want a California or the Scaglietti you can just stop by your local Ferrari dealer and get it on the spot (if it’s in stock, otherwise you'll have to wait a couple of months).

So, what does Ferrari do to get new costumers for their less exclusive cars? Well, they breed them. If you’re a 10 years old boy then you probably have a Ferrari poster on the wall and a Ferrari toy car on the shelf, you may also have Ferrari Lego's, pencils, notebooks, bed sheets, key chains, sunglasses, perfumes, watches and all kinds of race memorabilia, from intake valves to the rear spoilers. And if you visit the store at Ferrari.com you’ll see that they over charge for everything. And it's all because of Ferraris extensive licensing of its logo and all likeness of its cars. This brings in lots of revenue, and creates new costumers, and if you're a 10 year-old, then in thirty years if economy allows you will own one of those red bustards, and it will be a flying car that runs on dreams.