Marketing in Aviation
Series
Springer Texts in Business and Economics
ISBN
978-3-642-20079-3
Type
book section
Date Issued
2011
Author(s)
Editor(s)
Abstract
The buying behaviour and thereby the influence of different marketing instruments varies among market segments.
In general the most important marketing instruments are product service (especially for business customers), customer relation management, brand, pricing and distribution.
Seat quality and seamless service chain from booking to the plane are the most important elements of service quality where the most innovations take place.
With the evolution of airline alliances and mergers single brands are more and more replaced by brand portfolios.
Price and distribution are the instruments which are closely linked to capacity control and network management.
Market segment specific and situational readiness to pay has to be the basis of dynamic prices. Accordingly price discrimination has to be made based on market segments, time of booking etc. Price discrimination needs fencing to avoid cannibalization.
In general the most important marketing instruments are product service (especially for business customers), customer relation management, brand, pricing and distribution.
Seat quality and seamless service chain from booking to the plane are the most important elements of service quality where the most innovations take place.
With the evolution of airline alliances and mergers single brands are more and more replaced by brand portfolios.
Price and distribution are the instruments which are closely linked to capacity control and network management.
Market segment specific and situational readiness to pay has to be the basis of dynamic prices. Accordingly price discrimination has to be made based on market segments, time of booking etc. Price discrimination needs fencing to avoid cannibalization.
Language
English
Keywords
Aviatin
Marketing
Yield Management
Revenue Management
Demand
Passenger Segmentation
Service Management
Customer Value
Branding
HSG Classification
contribution to education
Refereed
No
Book title
Aviation systems : management of the integrated aviation value chain
Publisher
Springer Berlin
Publisher place
Berlin
Start page
135
End page
155
Pages
22
Subject(s)
Division(s)
Eprints ID
205481