1. Briefly describe the process of segmentation, targeting and positioning that the marketers at Zipcar followed.
2. Describe typical (target) Zipcar customers in terms of their demographic, psychographic, geographic, and behavioural characteristics.
3. Which of the four value propositions for positioning is Zipcar following? Explain your answer.
4. Avis acquired Zipcar in 2013, and since then several other traditional car rental companies have tried to replicate Zipcar's short-term rental programs. Research the top five car rental companies, and find out what they are doing to compete in this market segment. If you were on the marketing team at Zipcar, how would you defend against this new competition?