AvM 122 Flashcards
Management Process responsible for identifying, anticipating, and satisfying customer requirements for profitability
Marketing
What is Marketing?
Management Process responsible for identifying, anticipating, and satisfying customer requirements for profitability
Targeted at the individual or family (Marketing)
Consumer Marketing
Business-to-business marketing
Industrial Marketing
4Ps of Marketing Mix
Product, Price, Promotion, Place
Stages in the Application of Marketing Principles to Airline Management
Customer
Marketing Environment
Strategy Formulation
Product Design and Development
Price and Revenue Management
Channel Distribution Selection and Control
Selling, Advertising, and Promotional Policies
Benefits of Marketing-Based Approach
- right product at the right market
- competitors will be understood
- marketing policies will address competition
- address unstable environment
Areas (Business we’re in)
- Transport
- Communication
- Leisure
- Logistics
- Information
- Selling Services
Area in Business about economic and social need for transportation.
Transport
Area in business which assist people and allows them to have f2f meetings
Communication
Area in business where there is usage of disposable time and income
Leisure
Area in business dealing with cargo
Logistics
Area in business which competes with other electronic means of sending messages/news
Information
Area in business where other services is sold
Selling Services
People who actually travel
Consumer
People who make decisions
Customer
DMU - final purchasing decision
Deciders
DMU - control the flow of information
Gatekeepers
DMU - who will actually use the product
Users
DMU - negotiate the final deal with suppliers
Buyers
DMU - do not use the product but influence the final outcome.
Influences
group of customers who have sufficient in common that they become a basis for a product/price promotion combination
Market Segment
DMU participants categories
Deciders
Gatekeepers
USers
Buyers
Influencers
Segmentation Variable: Air Passenger Market
Journey Purpose
Length of Journey
Country and Culture of origin
Journey Purpose Categories
Business Travelers
Leisure Travelers
Types of Business Travelers
Corporate Business Travelers - High Disposable Income
Independent Business Travelers - Low Dissposable Income
Types of Leisure Travelers
Holiday Travel
VFR - Visiting-friends-relatives
Customer Requirements of Business travelers
frequency and timing
punctuality
airport location and access
seat accessibility and ticket flexibility
frequent flyer benefits
airport services
in-flight services
Physical and tangible characteristics of the members of the segment
Demographics
Intangible attitudes, preferences, and prejudice of the members of the segment
Psychographics
Market Segmentation of Airlines
Air Passenger Market
Air Freight Market
Cost Relevant Areas of Freight
Packaging Cost
Insurance Cost
Cash Flow Advantages
PESTE Analysis
Political
Economic
Social
Technology
Environmental
