Contemporary Marketing (MindTap Course List)
Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Chapter 12, Problem 2EE
Summary Introduction

To discuss: The way to attract the business customers, and how the level of services differs from the family passengers and others.

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The Federal Aviation Administration posts monthly percentage on-time arrival data for all the major airlines on its website. Some airlines are regularly on the top of the list, while others are frequently on the bottom of the list. What type of service gap does this list illustrate? What can airlines on the bottom of the list do to address this gap?
Use the 5P model on a low- cost airline company
The airline industry has suffered recent setbacks, such as the highcost of fuel, which have forced the major carriers to cut back onmany of their services. Many airlines, like Delta and United, chargepassengers a fee for checked baggage. Spirit Air announced itwould charge for both checked and carry-on bags.37 Most airlinescharge for in-flight snacks or don’t serve any at all. Airlines havereduced the number of flights they operate to certain destinations,packing planes full to overflowing, and recent restrictions on theuse of frequent-flyer miles make it difficult to cash them in. Thenthere are the record-setting delays and lost-luggage claims. All ofthese factors add up to less-than-enjoyable flying experiences formost travelers, many of whom are opting to find other modes oftransportation or just staying home. Suppose you are a marketer forone of the major airlines. Your company is facing difficulty providing acceptable service to the passengers on its flights, but you needto find a…
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