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 rst 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). Roll over each item to read its description. Decide which marketing mix element it represents and which segment it reaches. Then drag it to the correct place in the chart. segment it reaches. Then drag it to the correct place in the chart. Free Car Seat Saver Park Access Airport Hubs Marketing Mix Business Traveler Leisure Traveler Element: Segment Segment Gold Club Product Strategy Luxury Cars Price Strategy SUV/Minivan Promotion Strategy Premium Place Strategy