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Essay / Research Paper Abstract
17 pages in length. The ripple effect of September 11th's terrorist attack has touched virtually each and every person in one way or another; however, perhaps nowhere was the detrimental impact felt more severely than in the travel industry. In essence, people were terrified to leave the safety and sanctity of familiar surroundings and, as a direct result, airplane travel plummeted to a new low. This reaction to the potential for subsequent attacks caused untold numbers of airline employees to be furloughed or laid off indefinitely, while the airlines themselves took such an economic beating that many required government bailout in order to remain in business. As such, marketing tactics have reflected the need for people to overcome their fear and once again support the airline industry's precarious existence. Bibliography lists 13 sources.
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17 pages (~225 words per page)
File: LM1_TLCAirMk.rtf
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Unformatted sample text from the term paper:
than in the travel industry. In essence, people were terrified to leave the safety and sanctity of familiar surroundings and, as a direct result, airplane travel plummeted to a
new low. This reaction to the potential for subsequent attacks caused untold numbers of airline employees to be furloughed or indefinitely laid off, while the airlines themselves took such
an economic beating that many required government bailout in order to remain in business. As such, marketing tactics have reflected the need for people to overcome their fear and
once again support the airline industrys precarious existence. II. MARKETING STRATEGIES Southwest Airlines, the longtime leader among its competitors, has maintained such stellar status due to the vision of
one man: Herb Kelleher, whose marketing tactics have been credited to his "extremely effective, maverick-cum-evangelistic leadership" (McConnell, 2002). The manner by which Kelleher took a once-grounded airline and transformed
it into the top moneymaker of its industry is a testament to the strength, determination and basic fundamentals he has always incorporated into his marketing efforts for the Dallas-based airlines.
As a direct result, not only are his passengers happy to fly his airline, but his "passionate, dedicated employees" (McConnell, 2002) have played an integral role in maintaining customer
return long after the marketing tactics have been utilized. Indeed, getting the passengers is the task of advertising genius; keeping them, however, is often a much more difficult equation.
"We market ourselves based on the personality and spirit of ourselves. That sounds like an easy claim but, in fact, it is a supremely dangerous position to stake
out because if youre wrong, customers will let you know - with a vengeance. Customers are like a force of nature: You cant fool them, and you ignore them
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