Classic Airlines and Marketing
Shaquita V. Stewart
Professor, Robert Barnet
During the commencement of this course we have has the opportunity to acquire knowledge and insight to many different key aspects and concepts of marketing. In this brief we shall discuss the Classic Airlines scenario, consider the product (i.e. Classic Rewards Program) and service (i.e. Quality Airline Travel) that the company is marketing, while reflecting on what marketing challenges Classic is facing in addition to the corporate culture. Marketing concepts found in the week one reading assignments ...view middle of the document...
We could make a good argument on how each of these four concepts comes into plan in actively finding a solution to Classic financial dilemma, however, let’s just focus on one; the selling concept.
The Selling Concept “holds that when consumers are left to their own devises, they will not consume enough of a product or service to keep the company at a sustainable profit level. Therefore, the focus turns to selling more product to more consumers in order to gain more profit. The one element that is missing is to sell the product for more money. In Classic’s case, eventually that is a point they would like to reach. However, they have lowered their cost to consumers in hopes of attracting them. In the long run they see the lowering of their prices as an overall gain. It is more profitable to obtain more consumer purchases at a lower cost than to receive fewer purchases at a higher cost.
The challenge that comes from Classic focusing on the selling concept is that they may seem pushy and forget about the needs of the consumer. The Board of Directors has made it very clear that it is imperative that the executive management team, come up with a successful campaign to increase profit and return money to the bottom line and shareholders. Overall, consumers...