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$).$