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ZipCar: Segmentation

Car sharing appeals to several different market segments. This video explains how ZipCar strategically segments its market and applies marketing tactics to serve the needs of each of its segments fully.

This activity is important because effective segmentation is the cornerstone of a successful marketing strategy.

The goal of this activity to enhance your understanding of segmentation, targeting, and positioning by demonstrating how one firm applies these concepts effectively.

Click the $$ button to watch the video. Then, answer the questions that follow.

The video notes that SBC targets three key market segments. Which two primary segmentation methods does ZipCar use to form these segments?

Multiple Choice

behavioral and psychographic

psychographic and geographic

demographic and psychographic

behavioral and geographic

geographic and demographic