Chapter 1
1. How do personal factors, discussed in the chapter, influence Dove's ability to build strong customer relationships?
2. How does Dove effectively guide each consumer segment through the five stages of the buyer decision process ?
3. As a new product, how can Dove ensure the success of Dove Men + Care ?
Chapter 2
1. Briefly describe the process of segmentation , targeting, and positioning that the marketers at Zipcar followed.
2. Describe typical ( target) Zipcar customers in terms of their demographic, psychograpic, geographic, and behavioural characteristics.
3. Which of the four value propositions for positioning is Zipcar following? Explain your answer
4. zipcar was acquired by Avis in 2013, and since then several other traditional car rental companies have tried to replicate Zipcar's short-term rental programs. Research the top five car rental companies , and find out what they are doing to compete in this segment. If you were on the marketing team at Zipcar, how would you defend against this new competition ?