Project #23273 - Zipcar


Zipcar:  Written Assignment Two


Case can be found on pages 256 and 257 in the textbook


This case relates to chapters 1, 5, 7, and 8.  It is a good example of how a company answers the question, “What is the customer really buying?”  It examines customer needs, core customer values and their relationship to product benefits. The assignment relates to the following course outcomes:

Understand the role of marketing within an organization in order to function more effectively.  This case explores the following concepts*:  positioning, beliefs, core customer values, value proposition, benefits and needs.

Apply the marketing process to organizational strategies and tactics.  This case highlights how an organization positions its brand with its target customers based on human needs and product benefits.

Use marketing terminology appropriately.  This case explores the following marketing concepts*:  positioning, beliefs, core customer values, value proposition, product benefits, human needs, Maslow’s Hierarchy of Needs.  Use each of these terms in your paper.



Read chapter 8 and the case study on pages 256 and 257

You have read chapters 1, 5, and 7, so you should be able to review and use the pertinent material from each chapter.  Chapter 1 – human needs on page 6, chapter 5 – Maslow’s Hierarchy of Needs on page 150, chapter 7 – positioning on pages 210 – 216.  Also see Table A1.1 on page 614.   

 Prepare your Word document following all general requirements posted in the syllabus by answering the following questions:


1.       Evaluate Zipcar based on benefit-oriented positioning.

2.       Describe the beliefs and values associated with Zipcar’s brand image.

3.       Compare positioning based on benefits to positioning based on beliefs and values.  Which is stronger?


Coaching notes:

Do not write a paper about the company.  Just answer the above three questions.  Number your answer, but do not repeat the question.  Each answer should be about one and a half pages long.  You will need a Bibliography at the end of your paper and you do not have to put it on a separate page.  Do not prepare a cover sheet.  Be sure to put your name on your paper.


The point of the exercise is to demonstrate, through your writing, that you learned the marketing concepts and that you can apply the concepts to a real situation.  You must answer the questions that are asked.  You must use the marketing concepts* (see above) and the case facts in your answer.  Adhere to the following guidelines: 


Be sure to edit your work and submit your best effort into your assignment folder by the due date noted in the course schedule.  Refer to the grading rubric and note that points will be deducted for grammar and composition errors.  Be sure to use an appropriate style guide for writing and referencing.


Your written assignment, including citations and references, must conform to the standards of formatting and documentation found in an acceptable college-level writing guide, such as the Modern Language Association’s MLA Handbook for Writers of Research Papers, the Publication Manual of the American Psychological Association, the Chicago Manual of Style, or UMUC’s Online guide to Writing and Research.


Your written assignment must


·         Be at least 4 pages long

·          Be typed in 12-point Times New Roman or Arial font, double-spaced, with margins no wider than one inch

·         Have footnotes or end notes with correct citations

·         Have a bibliography of sources formatted as specified in one of the style guides noted above

·         Be prepared using word-processing software and saved with a .doc, .docx, or .rtf extension

·         Be uploaded to your Assignments Folder by 11:59 p.m. eastern time on the due date


Subject Business
Due By (Pacific Time) 02/23/2014 01:46 pm
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