Marketing Day 5 - Airline industry Losing profit to...

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Marketing Day 5 14:10 Agenda Environmental scanning(chapter 3) Ethics in marketing(chapter 4) Consumer behavior Environmental scanning Environmental forces(these are not controllable o Social Demographics and culture Population, ethnicity, education, gender Ex: obesity in the U.S.—increasing everywhere Generational differences Traditionalist, Baby boomers, generation X, generation Y o More baby boomers than any other age group Group will be turning 65 o Economic Income distribution in U.S. households Median household income has increased over the past 40 years More income to spend by household o More women, more part time, more senior citizens working  on average o Income distribution gap has become larger between rich and  poor o Technological Logistics of the supply chain has changed dramatically How the marketers are communicating with consumers Ex: phone industry
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Abandoning landlines o Competitive
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Unformatted text preview: Airline industry Losing profit to discount carriers • Due to price, amenities, comfort • Reasons o Younger fleet, less maintenance o Younger labor, flexible contracts o One airplane model o Internet access to information o No food/service o Most flights late anyway Forms of competition—consolidation Increase in the concentration of major industries • Ex: 8 companies control 62% of the grocery industry o regulatory ex: coca-cola only makes syrup bottling is done by separate companies and is regulated by certain districts Ethics • Ethical but illegal • Ethical and legal o Arizona doctors making procedures cheaper for the poor (price fixing) • Unethical and illegal • Unethical but legal • Societal cultures and norms • Business culture o Rules are established • Corporate cultures and expectations o A little arrogant 14:10 14:10...
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This note was uploaded on 09/23/2009 for the course MARKETING 2400 taught by Professor Mclaughlin during the Fall '08 term at Cornell.

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Marketing Day 5 - Airline industry Losing profit to...

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