Week 7 – CASE: ZIPCAR AND UNH: CUSTOMER-DRIVEN MARKETING
From the case study, examine ZipCar’s marketing strategy in terms of product, distribution, promotion, and pricing. Recommend at least two (2) actions that ZipCar could take in order to leverage its strategies to expand its target market. Provide a rationale for your response.
Questions and Answers
- Who is Zipcar’s target market? How might Zipcar’s market be further segmented?
- Describe how Zipcar might create a marketing mix for colleges and universities.
- Just as Zipcar must market to UNH, UNH in turn must market the Zipcar concept to its customers-students and faculty. Describe how studying consumer behavior could help select a strategy for UNH’s marketing effort.
- What steps can Zipcar take to manage its relationship with UNH?