This
paper explain that Zipcar, operating in the eastern corridor of the United States, is a business which sells
memberships in car
sharing in which cars share various members, better utilizing the space within each car, and reducing the number of trips. The author points out that the company's marketing is done on the basis of
neighborhoods, rather than by the whole city , because expansion of the company needs to be in relationship to current members so that they can maintain the ratio of twenty members per new car. The paper stresses that classical
advertising methods are not effective in the car-sharing industry; media concentration should be posters, stickers on buses and trams and information leaflet drops in service-neighborhoods such as shops, pubs, universities business complexes and railway stations. Table of Contents Introduction Analysis Other Companies in the United States Forms of Car Sharing
market Sizes of Car Sharing Target Audience Defined Advertising Strategy Customer Feedback and Added Benefits Fleet Management Public Relations Advertising Appendix I: International Market for Car Hiring by Individuals Appendix II: Sales Appeal for Boston University Medical Center