The Marketing Program: How Customer Relationships are Built

This activity is important because marketing managels 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 activity 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 first 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$).$

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

Charge a premium price$-$about twice that for standard midsized vehicles$-$for rental of extravagant automobiles