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This 6-page paper discusses marketing in the airlines and aviation industries, the changes it has undergone, consumer perception, competition and frequent flyer programs. Bibliography lists 5 sources.
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6 pages (~225 words per page)
File: D0_MTmaravi.rtf
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around the world (Kaynack et al, 1994). After all, stringent industry regulation and a strong sellers market (not to mention several foreign airlines were owned by governments), meant that most
airlines were safe from competition (Kaynack et al, 1994). In most cases, at the time, the airlines showed more of an oligopolistic market structure (Kaynack et al, 1994).
This also meant, though, that there was no price competition, limited promotional efforts and very uneven product/service quality (Kaynack et al, 1994).
However, beginning with U.S. deregulation of airlines in the late 1970s, and pretty much continuing to this day, there have been drastic changes in
the global airlines industry - making this particular sector more volatile than ever (Kaynack et al, 1994). As a result, national and private airlines have had to modify their business
and marketing policies and strategies (Kaynack et al, 1994). These days, the essence of airline marketing consists of three phases: integrated marketing efforts, company profitability and customer satisfaction (Kaynack et
al, 1994). Basically, airlines try to build relationships with customers, so as to keep them coming back for more (Kaynack et al, 1994).
But these days, for the most part, price tends to be the dominant factor when it comes to competition; price and loyalty through frequent flyer programs (Kaynack et al,
1994). These days, thanks to mergers, code-sharing and other aspects, marketing is more of a dominant feature among the airlines industry (Kaynack et al, 1994). Despite the importance of marketing,
however, its been proven that only a small number of large-size European and North American companies are truly involved in global marketing efforts (Kaynack et al, 1994). For example, within
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