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).

 

Premium Free Car Seat Saver Park Access Marketing Mix Element: Business Traveler Leisure Traveler Segment Segment Luxury Cars Product Strategy Gold Club Price Strategy Saver SUV/Minivan Promotion Strategy Free Car Seat Airport Hubs Place Strategy