Answer:
Used the marketing mix to achieve its marketing objectives
Explanation:
The car rental company Hertz had a corporate objective to boost its market share by appealing to frequently traveling business people.
1. They created a new <u>product</u> called the Hertz Gold Club loyalty program.
2.The Gold Club charges a higher <u>price</u>,
3. and it remembers customers' car preferences and <u>locations (place)</u>,
4. provides fast pickup and drop-off services, offers <u>premium services</u> (<u>promotion</u>) such as including a GPS navigation system in each car, and meets the time crunch of business travelers by having their cars ready and waiting with key in ignition for step in/drive off privileges without the paperwork typical of a car rental experience.
<u>From this example we can identity that Hertz has used the marketing mix to achieve its marketing objectives.</u>
<u>The scenario is comprehensive on the marketing mix because it started by creating a new </u><u>product</u><u>, charged a higher </u><u>price</u><u>, remembered customers preferred </u><u>places </u><u>and offered </u><u>promotion</u><u>al premium services; all in the bid to achieve the objective of boosting its market share.</u>
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