ZipCar: Segmentation, Target

$25$

points

Marketing, and Positioning

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 marketing managers need to practice effective segmentation as it is the cornerstone of a successful marketing strategy.

The goal of this exercise is to enhance your understanding of segmentation, target marketing, and positioning by demonstrating how one firm applies these concepts effectively.

In the consumer marketplace, the categories of variables used by marketing managers to develop segments can be conveniently grouped into four broad categories: geographic, demographic, psychographic, and behavioral. Once a segmentation approach is developed, marketing managers engage in target marketing, which involves evaluating the segments and deciding which shows the most promise for development. The last step in target marketing is to select the approach. Four basic options in target marketing strategy are undifferentiated, differentiated, concentrated $($also called focus or niche$),$ and customized $($or one$-$to$-$one$).$

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