Unlike other car rental agencies that are based in airports to serve travelers, Rental Wheelz has a network of neighborhood offices. The firm strives to serve people who need car rentals for reasons other than vacation, such as when their own cars are being repaired. Rental Wheelz caters to a small share of the large car rental market. From this description, it can be concluded that Rental Wheelz most likely practices ________.
A) undifferentiated marketing
B) multi-segmented marketing
C) individual marketing
D) local marketing
E) concentrated marketing

Question

Quizplus · Accepted Answer

Rental Wheelz focuses on a specific segment of the car rental market - those needing rentals for non-vacation purposes, such as when their own cars are being repaired. This approach, targeting a small share of a large market with specialized needs, is characteristic of concentrated marketing.

Unlike Other Car Rental Agencies That Are Based in Airports