The Marketing Program: How Customer

Relationships are Built

 
This activity is important because marketing managers must discover what prospective
customers need and want. Marketing managers use this knowledge to create products and
services for their various target markets. Different marketing mixes are then developed to serve
the unique needs or the firm’s target markets.
 
The goal of this exercise is to demonstrate your understanding of how a marketing manager
might use the marketing mix to create value for two distinct car rental service segments. The first
is the business traveler segment (customers traveling primarily for business), and the second is
the leisure traveler segment (customers traveling primarily for leisure or relaxation).
 
Select the most appropriate target Traveler Segment and Marketing Mix Element for the
marketing actions below.
 
1. Offer the Mercedes E Class and other similar luxury cars to travelers who wish to convey their
success to potential clients
(Click to select)

 
2. Ensure that locations near popular amusement park destinations are well stocked with family-
sized vehicles
(Click to select)

 
3. Create a Gold Club program wherein membership is earned after 40 annual rentals with
rewards offered to the heaviest users, including complimentary upgrades
(Click to select)

 
4. Charge a premium price—about twice that for standard midsized vehicles-for rental of
extravagant automobiles
(Click to select)

 
5. Offer vehicles that comfortably accommodate five or more passengers
(Click to select)

 
6. Offer low weekly rates on family-sized vehicles
(Click to select)

 
7. Ensure that locations near major airports are well stocked with premium cars
(Click to select)

 
8. Offer free car seats with the weeklong rental of an SUV or minivan
(Click to select)