Classic Airlines Marketing

Running head:  Classic Airlines Marketing Concepts
 
 
 
 
 
 
 
 
 
 
Classic Airlines Marketing Concepts
University of Phoenix
 
 
 
 
 
 
 
 
 
Classic Airlines Marketing Concepts
It is important for Classic Airlines to understand marketing concepts that will help them find a successful strategy that is applicable to their current situation. They should follow marketing concepts that will help them regain competitive advantage and retain their customer base. Management at Classic Airlines should use the selling concept, marketing concept, and the holistic marketing concept to help them solidify their place in the travel industry.
Selling concept is a philosophy of “selling more stuff to more people more often for more money in order to make profit” (Kolter, 2006, p. 15). Classic is selling a service that the common man does not use everyday. As a result, they have to undertake an aggressive promotion and selling effort to become profitable.
Marketing concept is focused more on customers and is centered on a “sense-and-response” philosophy. Classic Airlines can use the marketing concept to stay ahead of its competitors by being more effective, creating, and delivering superior customer service to its customers.
The holistic marketing concept is based on the “development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies” (Kolter, 2006, p. 16).  This concept recognizes that everything matters. Classic Airlines can use this approach to integrate the four components of marketing; relationship, integrated, internal, and social responsibility. Equally implementing all these aspects of marketing is necessary to achieve a positive result.
Conclusion
Classic Airlines can achieve substantial results by using these concepts to cultivate the right strategy to retain and expand their market base in this highly competitive industry.
References
Kotler, P., & Keller, K.... [continues]

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