Week 7 - Place ... Distribution channels ... Virtual marketing 11 November 2009 (Use this BB).pptx

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Airline and AirportMarketingAirline and AirportMarketingWednesday, 11 November 2009Hello and welcome to:
PlacePlaceCompanyorientated4 P’sCompanyorientated4 P’s(Adapted from Holloway, 2004)ProductProductPromotionPromotionPricePriceDesign /FeaturesQualityRangeBrand nameList priceDiscountsCommissionsSurcharges /ExtrasAdvertisingSalespromotionSalesmanshipPublicityThe Marketing MixAirline and Airport MarketingDistributionchannelsMethods ofdistributionCoverageLocation
“Acknowledge that effective control of distributionchannels is one of the most important drivers ofprofitability in the airline industry, and act to establishand sustain such control”(Shaw, 2007: 225)The Marketing MixAirline and Airport MarketingSuccessful airlines ….
Channel of distribution:The means by which products are moved fromthe producer to the ultimate consumer
(Adapted from Russell-Jones and Fletcher, 2003)PRODUCTPRICEPLACEPROMOTIONBlendingthemixCreating the right Marketing MixAirline and Airport Marketing
(Adapted from Ali, 2001)Key ElementsKey ElementsFactors to ConsiderFactors to ConsiderPRODUCT OR SERVICEPRODUCT OR SERVICEPRICEPRICEPLACEPLACEPROMOTIONPROMOTIONBought by customers to meet a need.The need may be practical (to get rid of stains),emotional (to feel good), or basic (to satisfy a hunger)A crucial part of the mix, the price must be right ifcustomers are to buy a product in sufficient quantitiesto ensure a profit.Promotional activity, such as advertising and directmail, that informs customers what you have to offerand persuades them to buy.Products and services usually fulfil a number of needs, andit isimportant to identify which ones your products and servicessatisfy..A product or service may satisfy a need that consumers didnoteven realise they had.The right price for quality goods is a fair one. Price andqualitymust be balanced successfully.Fair does not necessarily mean cheap – set the price of aproduct too low, and customers may assume that its quality isinferior..For most enterprises, promotional activity is essential forattracting customers.For businesses that rely on passing trade, promotion is lessimportant, since the right location and products will ensuresuccess.Creating the right Marketing MixAirline and Airport MarketingThe “bridge” connectingcustomers and products, suchas a wholesaler, retail outlet, orother distribution channel.

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Term
Winter
Professor
NoProfessor
Tags
Marketing, Airport Marketing

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