University of Phoenix Online
MKT 571 – Marketing
June 28, 2010
Classic Airlines and Marketing
Classic Airlines focuses on marketing their flights and costs. Another important product Classic Airlines is marketing is their customer service capabilities. According to Kotler and Keller (2006), “Marketing deals with identifying and meeting human and social needs.” Classic Airlines is working towards meeting the marketing goal of meeting the needs of their customers as well as their profitable needs. After reviewing the current documents and reports of Classic Airlines, there are many challenges they face that pose to be positive and negative effect on the success of the company.
Classic Airlines focuses on the differences of business travelers and leisure travelers and one of the differences include the thought process of these two different clientele groups. Business travelers do not focus on the cost of the flight but the quality provided, whereas leisure travelers are more likely to choose flights based on cost. This scenario would fall under the production concept. The production concept embraces that consumers will choose a product widely available and at a reasonable price (Kotler & Keller, 2006). Classic Airlines shows the battle of discounting flights.
Classic Airlines does not need to develop a new product but to develop a strategy around the current product. Classic Airline shows to have the customers on their side, but what is Classic Airline doing to keep the customers returning? The Product Concept focuses on the price, distribution, advertisement, and ensuring the product is sold accurately to steer the consumers in the organizations direction.
Classic Airline reports show that Classic Rewards memberships have decreased 20 percent as well as the average number of flights per member at more than 20...