Principles of Marketing
Midterm Exam, Part II. Short Essay Questions. (50 points)
Students must compose a response to each of the following proposed questions. Be sure to respond in essay fashion (paragraphs and a total of not less than 250 words
each) using the introduction, body and conclusion format. Write complete sentences and be mindful of paragraph formation. Eliminate personal pronouns – Write in third
person APA style. Use terminology, concepts and vocabulary extensively. Save your work as a WORD doc and submit as an email attachment.
INSTRUCTIONS.
Do not include or return Midterm questions with your submission. Simply type your responses – one response per page.
Go to: http://www.zipcar.com/ Study this website.
Additional references:
http://www.businessweek.com/articles/2013-01-02/with-zipcar-avis-backs-steve-cases-sharing-economy
http://www.businessweek.com/news/2013-01-02/steve-case-grosses-96-million-in-zipcar-sale-to-avis
Midterm Short Answer Essay Questions:
1. Identify and discuss two macro-environmental factors that spawned the idea of Zipcar. Explain and discuss fully.
2. Of the four major consumer behavior determinants, which can be used to explain a buyer’s decision to patronize the brand? Explain and discuss fully.
3. Zipcar recently introduced a heavy-users loyalty program. What was the company’s intent or reason for creating the program? Using the product/market
opportunity matrix, identify the specific form of intensive growth management has implemented. Explain and discuss fully.
4. Which specific segmentation variables were used to identify the target market served? Which specific form of targeting has the company implemented? Explain
and discuss fully.
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