Classic Airlines
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Week One Classic Airlines and Marketing Concepts
University of Phoenix
MKT/571 Marketing
Robert E. Landesman, MBA, CFE
01 October 2010
Introduction
Classic Airlines is one of the largest airline company in the world, it commands a fleet of more than 375 jets that serves 240 cities with more than 2,300 daily flights (University of Phoenix, 2010). From its inception, the company has grown to have approximately 32,000 employees with earnings of $10 million on $8.7 billion on sales (University of Phoenix, 2010). With the economic crisis and rising fuel and labor cost, Classic Airlines is facing new challenges. Competing with lower cost travel and trying to keep their loyal customers. In this paper I will explain marketing concepts, and how they relate to Classic Airlines.
Marketing
Is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Kottler & Keller, 2006, p. 6).
Production Concepts
The production concept is one of the oldest concepts in business. It holds that consumers
will prefer products widely available and inexpensive. Managers of production-oriented
businesses concentrate on achieving high production efficiency, low costs, and mass distribution (Kottler & Keller, 2006, p. 15).
Product Concept
The product concept holds that consumers will favor those products that offer the most
quality, performance, or innovative features. Managers in these organizations focus on making superior products and improving them over time (Kottler & Keller, 2006, p. 15).
Selling Concept
The selling concept holds that consumers and businesses, if left alone, will ordinarily not
buy enough of the organization’s products. The organization must, therefore, undertake
an aggressive selling and promotion effort. The purpose of marketing is to sell more products to more people...
University of Phoenix
MKT/571 Marketing
Robert E. Landesman, MBA, CFE
01 October 2010
Introduction
Classic Airlines is one of the largest airline company in the world, it commands a fleet of more than 375 jets that serves 240 cities with more than 2,300 daily flights (University of Phoenix, 2010). From its inception, the company has grown to have approximately 32,000 employees with earnings of $10 million on $8.7 billion on sales (University of Phoenix, 2010). With the economic crisis and rising fuel and labor cost, Classic Airlines is facing new challenges. Competing with lower cost travel and trying to keep their loyal customers. In this paper I will explain marketing concepts, and how they relate to Classic Airlines.
Marketing
Is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Kottler & Keller, 2006, p. 6).
Production Concepts
The production concept is one of the oldest concepts in business. It holds that consumers
will prefer products widely available and inexpensive. Managers of production-oriented
businesses concentrate on achieving high production efficiency, low costs, and mass distribution (Kottler & Keller, 2006, p. 15).
Product Concept
The product concept holds that consumers will favor those products that offer the most
quality, performance, or innovative features. Managers in these organizations focus on making superior products and improving them over time (Kottler & Keller, 2006, p. 15).
Selling Concept
The selling concept holds that consumers and businesses, if left alone, will ordinarily not
buy enough of the organization’s products. The organization must, therefore, undertake
an aggressive selling and promotion effort. The purpose of marketing is to sell more products to more people...