Posted by & filed under Part 4: Marketing Management.

CEO Scott Griffith says the car rental company plans to grow its customer base and become a billion-dollar company.

Source: CNNMoney – video report
Date: 8/26/2009

Keys: Marketing, buyer behavior, small business


Questions for discussion:

  • Who is the target customer for Zipcar?
  • What are the firm’s competitive advantages over alternative customer choices?
  • Besides local governments, who else could be a potential new large-scale target market?
  • Would you be a potential customer of Zipcar? Explain why or why not.
  • Could someone who owns a car also possibly be a Zipcar customer? Explain your answer.
  • How would you go about building the customer base?

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