The Marketing Program: How Customer Relationships are Built $($Keyboard Navigable Alternate Version$)$

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 of the firm's target markets.

The goal of this activity is to demonstrate your understanding of how a marketing manager might use the marketing mix to create value for two different 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 pleasure or vacation$).$

Select the most appropriate target Traveler Segment and Marketing Mix Element based on the marketing actions below.

Offer low weekly rates on family$-$sized vehicles

$]$

Offer the Mercedes E Class and other similar luxury cars to travelers who wish to convey their success to potential clients

Offer free car seats with the weeklong rental of an SUV or minivan

Ensure that locations near popular amusement park destinations are well stocked with family$-$sized vehicles

Charae a bremium price$-$about twice that for standard midsized vehicles$-$for rental of extravagant automobiles