Student Questions - Why must the airline's Marketing Mix focus on more from Anonymous: MarketingProfs Question 3748

Topic: Student Questions

Why Must The Airline's Marketing Mix Focus On More

Posted by Anonymous on 10/30/2004 at 1:53 PM ET 125 Points

Marketing mix:
Promotion
Product
Place
Price
People

Could somebody else answer for me this question, please?

To continue reading this question and the solution, sign up ... it's free!

SUBSCRIBE
Or, SIGN IN

Posted by Inbox_Interactive on 10/30/2004 at 2:00 PM Member

Is your question "which" of these five Ps the airlines should focus on more?
Posted by Chris Blackman on 10/31/2004 at 2:48 AM Member

What geographic market are you talking about?

USA?
Posted by mgoodman on 10/31/2004 at 9:43 AM Accepted

Your question isn't really clear. The marketing mix includes a lot of sub-elements below the level of the Ps. Consider the following:

Product
Positioning
Price
Packaging/Naming
Promotion
Sales/Distribution
Publicity
Advertising
Customer service

Each of these has a role in shaping consumers' opinions and purchase decisions about a product or service, including those for an airline.

In the specific case of an airline, the "Product" element would even include such considerations as city-pairs, airport facility, gates, ease of reservations, on-time performance, etc., etc.

In order to be successful, you have to at least meet some minimum threshold of performance on each marketing mix element, and be perceived as superior in at least one.

Is that what you are asking? If not, can you explain what you need in more specific terms?