Enterprise Rent-A-Car has challenged Hertz's supremacy in the rental car market by tailoring its marketing program to a relatively neglected target market. Which of the following would be the most accurate description of that market?
A) the singles market
B) the soccer mom market
C) the low-budget, insurance-replacement market
D) the vacationer market
E) the business traveler market

Question

Quizplus · Accepted Answer

Enterprise Rent-A-Car tailored its marketing program towards the low-budget, insurance-replacement market, which was relatively neglected by Hertz. This allowed them to challenge Hertz's supremacy in the rental car market by catering to a specific and underserved niche audience.

Enterprise Rent-A-Car Has Challenged Hertz's Supremacy in the Rental Car