AvM 122

Question 1

Management Process responsible for identifying, anticipating, and satisfying customer requirements for profitability

Answer 1

Marketing

Question 2

What is Marketing?

Answer 2

Management Process responsible for identifying, anticipating, and satisfying customer requirements for profitability

Question 3

Targeted at the individual or family (Marketing)

Answer 3

Consumer Marketing

Question 4

Business-to-business marketing

Answer 4

Industrial Marketing

Question 5

4Ps of Marketing Mix

Answer 5

Product, Price, Promotion, Place

Question 6

Stages in the Application of Marketing Principles to Airline Management

Answer 6

Customer
Marketing Environment
Strategy Formulation
Product Design and Development
Price and Revenue Management
Channel Distribution Selection and Control
Selling, Advertising, and Promotional Policies

Question 7

Benefits of Marketing-Based Approach

Answer 7

• right product at the right market
• competitors will be understood
• marketing policies will address competition
• address unstable environment

Question 8

Areas (Business we’re in)

Answer 8

• Transport
• Communication
• Leisure
• Logistics
• Information
• Selling Services

Question 9

Area in Business about economic and social need for transportation.

Answer 9

Transport

Question 10

Area in business which assist people and allows them to have f2f meetings

Answer 10

Communication

Question 11

Area in business where there is usage of disposable time and income

Answer 11

Leisure

Question 12

Area in business dealing with cargo

Answer 12

Logistics

Question 13

Area in business which competes with other electronic means of sending messages/news

Answer 13

Information

Question 14

Area in business where other services is sold

Answer 14

Selling Services

Question 15

People who actually travel

Answer 15

Consumer

Question 16

People who make decisions

Answer 16

Customer

Question 17

DMU - final purchasing decision

Answer 17

Deciders

Question 18

DMU - control the flow of information

Answer 18

Gatekeepers

Question 19

DMU - who will actually use the product

Answer 19

Users

Question 20

DMU - negotiate the final deal with suppliers

Answer 20

Buyers

Question 21

DMU - do not use the product but influence the final outcome.

Answer 21

Influences

Question 22

group of customers who have sufficient in common that they become a basis for a product/price promotion combination

Answer 22

Market Segment

Question 23

DMU participants categories

Answer 23

Deciders
Gatekeepers
USers
Buyers
Influencers

Question 24

Segmentation Variable: Air Passenger Market

Answer 24

Journey Purpose
Length of Journey
Country and Culture of origin

Question 25

Journey Purpose Categories

Answer 25

Business Travelers Leisure Travelers

Question 26

Types of Business Travelers

Answer 26

Corporate Business Travelers - High Disposable Income Independent Business Travelers - Low Dissposable Income

Question 27

Types of Leisure Travelers

Answer 27

Holiday Travel VFR - Visiting-friends-relatives

Question 28

Customer Requirements of Business travelers

Answer 28

frequency and timing punctuality airport location and access seat accessibility and ticket flexibility frequent flyer benefits airport services in-flight services

Question 29

Physical and tangible characteristics of the members of the segment

Answer 29

Demographics

Question 30

Intangible attitudes, preferences, and prejudice of the members of the segment

Answer 30

Psychographics

Question 31

Market Segmentation of Airlines

Answer 31

Air Passenger Market Air Freight Market

Question 32

Cost Relevant Areas of Freight

Answer 32

Packaging Cost Insurance Cost Cash Flow Advantages

Question 33

PESTE Analysis

Answer 33

Political Economic Social Technology Environmental