Question

This activity is important because marketing managers must discover what prospective customers need and want. Marketing managersuse this knowledge to create products and services for their various target markets. Different marketing mixes are then developed toserve 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 valuefor two distinct car rental service segments. The first is the business traveler segment (customers traveling primarily for business), andthe second is the leisure traveler segment (customers traveling primarily for leisure or relaxation)

a. Luxury Cars
b. SUV/Minivan
c. Free Car seat
d. Gold Club
e. Airport Hubs
f. Premium
g. Park Access
h. Saver

Decide which marketing mix element it represents and which segment it reaches.

Marketing Mix Element: Business traveler segment Leisure traveler segment
Product Strategy
Price Strategy
Promotion Strategy
Place Strategy

Answer 1

Answer:

Note: See table attached to question below to fully understand

Marketing mix         Business traveller      Luxury traveller

element                        segment                      segment

Product strategy        Luxury car                 SUV or Minivan

Price strategy             Premium                   Saver

Promotion strategy    Gold club                  Free car seat

Place strategy             Airport hubs             Park access