Seminar 1: Company case: Jet Blue: Delighting customers through happy jetting (Core book page: 34)
1. Give examples of needs, wants, and demands that JetBlue customers demonstrate, differentiating these three concepts. What are the implications of each for JetBlue’s practices? The needs are situations of felt deprivation, in other words a state or time of difficulty such as the ones seen in Maslow’s pyramid: from bottom to top Physiological which consists of food, water, and sleep, safety needs such as security of health and employment, of the family, of resources, etc. Love/Belonging needs which involve sexual understanding and affection, esteem needs for example confidence, achievement, respect of others, and self-actualization needs which include morality, creativity, spontaneity, problem solving, and acceptance of facts. Some of the examples of the needs that the JetBlue case study customers show are the needs of transportation, to travel, the needs to sit in the flight and fly to their destination, and the need of wanting food. On the other hand, the wants are the procedure human needs take as they are formed by principles of individual personality. In other words, to desire something greatly, wish for. Some of the wants that JetBlue customers show are comfy places to travel, the greatest collection of drinks and snacks, serving these with a good service, and having always entertainment. Moreover, the demands are the amount of a particular economic good or service that a consumer or group of consumers will want to purchase at a given Price. Some of the demands that JetBlue customers show are that by paying $10, these can reserve even more legroom seats. Customers have also demanded Terra Blues chips, Immaculate Baking’s Chocobillys cookies, and Dunkin’ Donuts coffee, LCD entertainment system, buying the latest movies or TV shows for just $6, a children’s play zone and the opening of 25 new retail stores. 2. Describe in detail all the...
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