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

Question 1

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

Answer 1

False
Analysts and researchers for these companies look at the numbers of drivers in metropolitan centers who might use car sharing.

Question 2

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

Answer 2

True

Question 3

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?

A) Gen Yers
B) Baby Boomers
C) Gen Xers
D) The Greatest Generation
E) all of the above

Answer 3

A
Market research has determined that Gen Yers are the most tech-savvy generation,and they expect brands to be on the internet.

Question 4

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?

A) reliability
B) trusted brand name
C) ease of using the service
D) price
E) easy maintenance

Question 5

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

Question 6

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

A) gasoline engines for stop-and-go urban driving
B) engine immobilizer
C) satellite-activated door locks
D) telemetry systems
E) all of the above

Question 7

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?

A) education
B) the Great Recession
C) crowded cities
D) the need to splurge on a nice car for a night out
E) ethnic preferences

Question 8

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?

Question 9

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

A) people who do not own cars
B) people who need a car on a temporary basis
C) people with discretionary income
D) younger people such as Generation Y individuals
E) people attracted to European cars rather than American rental fleet-type vehicles

Question 10

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

A) technology
B) environmental management
C) grid-free
D) social factor
E) green