RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide.It specifically targets vacationers and advertises in travel magazines and through travel web sites with a campaign that emphasizes its quality customer service and well-maintained cars.Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake.For example, Rosetta stocks more convertible cars in its warm California lots than in New York.Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear.
-In the RENTAL CAR MINI CASE,Rosetta exercises ________ when it stocks large numbers of bigger cars in Colorado.

Question

Quizplus · Accepted Answer

Rosetta is using usage-situation segmentation when it stocks larger numbers of station wagons, vans, and SUVs in its Colorado lots to accommodate skiers and snowboarders and all their gear. This is because it is tailoring its car rental options to meet the specific needs of customers engaging in a particular type of activity (skiing and snowboarding) in a specific location (Colorado).

RENTAL CAR MINI CASE: Rosetta Car Rental Operates Car Rental