Exam 8: Case Study Daimler/BMW: A New Breed of Driver

Car-sharing differs from traditional car rental,which costs more,in that the rental period can be by the hour and as needed.Which of the following market factors might convince more people to use this service on a long-term basis?

The falling number of people who no longer see the value of owning a car as necessary for their lifestyle is a __________ variable.

For car sharing to work,a company needs to invest in special kinds of __________ to ensure the security and condition of its vehicles.

Which demographic group would respond the most positively to an extensive social media campaign,particularly one that allows them to make or extend reservations using their Smartphone?

Hertz and Enterprise are developing their own car-sharing initiative because they perceive Zipcar as a potential competitor.

U.S.consumers rank certain characteristics as important to the quality of a product or service.Which of these characteristics would rank as the most important for a car sharer who wants a car on-demand most of all?

All of the following are target markets for car sharing except __________.

Carmakers are getting into the car-sharing business because fewer people can afford their cars.They don't have the purchasing power.

Companies that engage in car-sharing rely more on new car technology than demographics in making their marketing decisions.

Do luxury carmakers getting into the car-sharing business see their target markets as just renting out the cachet of their cars to fit a component lifestyle?