A marketing program must connect an organization with its customers. In this exercise, we will investigate marketing programs, the marketing mix, and the important concept of customer value.
Effective relationship marketing strategies help marketing managers discover what prospective customers need. They must translate this information into concepts for products and services that the firm might develop. The marketing manager can then convert these concepts into a tangible marketing program—a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers. To better understand marketing programs, this activity will explore the elements involved in marketing products and services to 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).
Homework Answers
Solution:
|
Marketing Mix: Element |
Business Traveler Segment |
Leisure Travel Segment |
|
Product strategy |
Luxury cars |
SUV/Minivan |
|
Price strategy |
Premium |
Saver |
|
Promotion strategy |
Gold club |
Free Car Seat |
|
Place strategy |
Airport hubs |
Park access |
Explanation: These segments of travellers - Business Traveler and Leisure Travel are two separate entities that have different requirements, wants, and travel. Leisure Travellers are price sensitive; other free facilities. The business travellers are more relaxed on price however wants premium facilities such as luxury cars; gold club
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