Question

A) As you watch the Zipcar and Segmentation video, write down the different segments that Zipcar identifies.

B) What is different about how they communicate with each segment? What ideas do you have for Zipcar to reach these segments?

C) What other ways of segmenting might Zipcar use? (Think about all of the ways that marketers segment based on the chapter content)

Answer 1

(A) 1.Urbanities:Urbanities are people who lived in city/urban area.2.Millennials:people who doesn’t want a car always like age of 18-34 years age.3.Urban boomers:people who lived in suburbs and moved back to the city

(B)

Primary data

Face to face interviews: Interview guides ensured all the areas of the study are covered and all the necessary information is collected. It involves structured and unstructured questionnaires to boost the researcher’s interaction with the respondents (Gitman 168).

Observation: The researcher collects supplementary data without bias on the information available for the researcher. The researcher collects information from experience and behavior conveyed by the respondents (Koontz 121).

Secondary data: The relevant data on books, journals, magazine, papers, magazines, and previous lessons on marketing strategies is collected (Kotler 54)

Data analysis methods

The research collected qualitative and quantitative data analyzed in numerical and descriptive perspectives. A review of the books, magazines, papers, journal, and previous lessons provides data for interpretation and analysis of data relevant to the research objectives. The data undergoes preparation using statistical techniques to convert it into a form suitable for analysis. The techniques are data editing and data coding

(C) Finding and attracting new customers is generally far more difficult than retaining your current customers. Think about how much time and energy you spend when you switch your business from one firm to another, even when you’re buying something as simple as a haircut. If you aren’t happy with your hair stylist and want to find a new hairdresser, you first have to talk to people with haircuts you like or read reviews of salons. Once you decide on a particular salon, you have to find it and explain to the new hairdresser how you want your hair cut and hope he or she gets it right. You also have to figure out what type of credit cards the new salon will accept and whether tips can be put on your credit card.