Classic Airlines And Marketing Essay

808 words - 4 pages

Classic Airlines and Marketing
Glendadenise Brock-Meredith
University of Phoenix (online)
Marketing
MKT 571
Patricia Girardi
August 1, 2011

Classic Airlines and Marketing
Introduction
Classic Airlines is the world’s fifth largest airline with a fleet of more than 375 jets serving 240 cities with more than 2300 daily flights. Classic employs more than 32,000 people worldwide. Last year, Classic earned $10 million on $8.7 billion in sales. Unfortunately, share prices decreased 10%. Wall Street was very critical of Classic resulting in a decrease in employee morale. Consumer confidence in Classic’s Rewards Program waned, measuring a 19% decrease in membership, and a 21% decrease in ...view middle of the document...

Successful organizations incorporate the internet with live customer service representatives.
Senior management’s perception of marketing as an effective business tool is vital to the airlines success. Organizations like Classic Airlines that fail to monitor their customers’ needs and wants will ultimately lose customers. Difficulty attracting and retaining new customers results in loss of profits, failure to attract and retain high quality employees, and ultimately the company’s growth. Leadership at Classic Airlines is a house divided. Its CEO and CFO have short-term, sales driven mentality of the business. The CMO, Senior V.P of Customer Service, and Senior V.P. of Human Resources view marketing as an effective means of fulfilling the organization’s goals by creating, communicating, and delivering value to customers while establishing long term customer relationships to benefit the organization and its stake holders, (Kotler & Kell, (2006). A service industry relies on the satisfaction of its customers. Interactions with multiple people and experiences influence the customer’s perception of value to himself. Marketing management specializes in the customer. Marketing analyzes the customer, anticipates his need and have the product in place. Marketers understand that without the customer there is no business.
Marketing Concepts
The production concept presumes consumers will prefer products that are easy to acquire and inexpensive, (Kottler & Keller, 2007). The marketing concept in the manufacturing industry is where high production efficiency, low costs, and mass...

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