Airline marketing and management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Farnham [u.a.]
Ashgate
2011
|
| Ausgabe: | 7. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 364 S. graph. Darst. |
| ISBN: | 9781409401490 9781409401476 9781409401483 |
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Datensatz im Suchindex
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| adam_text | Titel: Airline marketing and management
Autor: Shaw, Stephen
Jahr: 2011
Contents
List of Figures and Tables xiii
Introduction
1 The Fundamentals 3
1.1 What is Marketing? 3
1.1.1 Definition 3
1.1.2 The MarketingMix 4
1.1.3 Stages in the Application of Marketing Principles
to Airline Management 6
1.2 Benefits of a Marketing-Based Approach 8
Successful Airlines ... 8
2 The Market for Air Transport Services 9
2.1 What Business Are We In? 9
2.1.1 Transportation 10
2.1.2 Communication 10
2.1.3 Leisure 10
2.1.4 Logistics 11
2.1.5 Information 11
2.1.6 Selling Services 11
2.2 Who is the Customer ? 12
2.2.1 Definitions 12
2.2.2 Apparent and True Needs 14
2.2.3 Industrial Buying Behaviour 15
2.2.4 The Customer in the Business Air Travel Market 18
2.2.5 The Customer in the Leisure Air Travel Market 22
2.2.6 The Customer in the A ir Freight Market 24
vi A irline Marketing and Management
2.3 Market Segmentation: Air Passenger Market 26
2.3.1 The Concept 26
2.3.2 Segmentation Variables in the Air Passenger Market 27
2.3.3 Customer Requirements: Business Travel Market 30
2.3.4 The Business Travel Market: Demographics
and Psychographics 3 8
2.3.5 The Leisure Segment of Demand 40
2.4 Segmentation of the Air Freight Market 43
2.4.1 Differences between the A ir Passenger and A ir
Freight Markets 44
2.4.2 Segmentation Variables: Air Freight Market 45
Successful Airlines ... 52
5 The Marketing Environment 53
3.1 The Theoretical Basis: PESTE Analysis 53
3.2 PESTE Analysis: Political Factors 54
3.2.1 Terrorism Fears/Political Instability 54
3.2.2 Deregulation and Open Skies 56
3.2.3 Marketing Policies for a Deregulated Environment 60
3.2.4 Privatisation 63
3.2.5 State Aid 65
3.2.6 Airport Slot Allocation 66
3.3 PESTE Analysis: Economic Factors 70
3.3.1 Economic Growth and the Trade Cycle 70
3.4 PESTE Analysis: Social Factors 72
3.4.1 The Ageing Population 73
3.4.2 Changing Family Structures 73
3.4.3 Changing Tastes and Fashions in Holidays 73
3.4.4 The Uncertain, Deregulated Labour Market 74
3.4.5 The Female Business Traveller 76
3.5 PESTE Analysis: Technological Factors 76
3.5.1 Video-Conferencing 76
3.5.2 The Internet 11
Contents vii
3.5.3 Surface Transport Investment 78
3.5.4 New A ircraft Developments 79
3.6 PESTE Analysis: Environmental Factors 80
3.6.1 Climate Change and Global Warming 80
3.6.2 Shortages of Infrastructure Capacity 83
3.6.3 Tourism Saturation 84
Successful Airlines ... 84
4 Airline Business and Marketing Strategies 85
4.1 Porter s Five Forces and their Application to the Airline
Industry 85
4.1.1 Rivalry amongst Existing Firms 85
4.1.2 Substitution 86
4.1.3 New Entry 87
4.1.4 Power of Customers 90
4.1.5 Power of Suppliers 93
4.1.6 Disintermediation 95
4.2 Strategic Families 96
4.2.1 Cost Leadership, Differentiation and Focus:
The Principles 96
4.2.2 Cost Leadership in the A irline Industry:
Background 100
4.2.3 True Low Cost : Fundamentals of the Business
Model 102
4.2.4 Hybrid Low-Cost Carrier Models 111
4.2.5 Cost Leader Airlines: Current Issues 115
4.2.6 Cost Leader A irlines: The Future 119
4.2.7 Differentiation in the A irline Industry 121
4.2.8 Airline Alliances 125
4.2.9 Airline Industry Consolidation: The Latest
Developments 132
4.3 Differentiation Airlines: The Future 137
4.3.1 The Concept of the Legacy Airline 137
4.3.2 Legacy A irlines : Strategic Options 141
viii A irline Marketing and Management
AA Focus Strategies 149
4.4.1 Types of Focusing in the Airline Industry 149
4.4.2 ValueAdded Focusing: IntegratedCarriers 149
4.4.3 ValueAdded Focusing: AllBusiness-Class Airlines 150
4.4.4 Low Cost Focusing: Charter Airlines 153
4.4.5 Lost-in-the-Middle 155
4.5 Airline Business and Marketing Strategies: Common Mistakes 155
4.5.1 Objectives 156
4.5.2 Diversification vs Specialisation 158
4.5.3 Pace of Expansion 159
4.5.4 Competitive Response 160
4.5.5 Control 161
4.5.6 Over-Optimism/Fall-Back Position 161
Successful Airlines ... 162
5 Product Analysis in Airline Marketing 163
5.1 What is the Product ? 163
5.2 The Theory of Product Analysis and its Application to the
Airline Industry 163
5.2.1 The Product Life Cycle 163
5.2.2 Product Life Cycles in the Aviation Industry 169
5.2.3 Managing a Product Portfolio: The Boston Box 173
5.2.4 Balancing Risk and Opportunity: The Ansofif Matrix 177
5.3 Fleet and Schedules-Related Product Features 179
5.3.1 Cabin Configuration and Classes of Service 180
5.3.2 Network, Frequencies and Timing 183
5.3.3 Punctuality 188
5.4 Customer Service-Related Product Features 190
5.4.1 Point-of-Sale Service 190
5.4.2 Reservations and Overbooking 191
5.4.3 Airport Service 194
5.4.4 In-Flight Service 195
5.5 Controlling Product Quality 197
Contents ix
5.6 The Air Freight Product 198
5.6.1 Air Freight Capacity 199
Successful Airlines ... 203
6 Pricing and Revenue Management 205
6.1 Building Blocks in Airline Pricing Policy 205
6.1.1 Pricing - A Part of the Marketing Mix 205
6.1.2 Deregulation 206
6.1.3 Revenue Management Systems 207
6.1.4 Willingness-to-Pay and Capturingthe Value 210
6.1.5 A La Carte Pricing 211
6.2 Uniform and Differential Pricing 212
6.2.1 The Principles 212
6.2.2 Differential Pricing: Arguments in Favour 214
6.2.3 Differential Pricing: The Case Against 218
6.2.4 The Management of Discount Fares 222
6.2.5 Pricing Response and Pricing Initiatives 226
6.3 The Structure of Air Freight Pricing 230
Successful Airlines ... 233
1 Distributing the Product 235
7.1 Distribution Channel Strategies 235
7.1.1 Types of Distribution Channel 235
7.1.2 The Concept of Super Profits 237
7.2 The Travel Agency Distribution System 240
7.2.1 Advantages and Disadvantages 240
7.2.2 Today s Distribution Channels 242
7.2.3 The Future of Distribution 244
7.3 Global Distribution Systems (GDSs) 246
7.3.1 History and Background 246
7.3.2 Current Issues 249
x Airline Marketing and Management
1.4 Distribution Channels in the Air Freight Market 253
Successful Airlines ... 256
8 Brands Management in Airline Marketing 257
8.1 Brands and Commodities 257
8.1.1 What is a Brand ? 257
8.1.2 Why Brands? 261
8.2 Brand-Building in the Airline Industry 263
8.2.1 Foundations for Brand-Building 263
8.2.2 Positioning Brands 264
8.2.3 The Brand-Building Process 267
8.3 Brand Strategies 268
Successful Airlines ... 272
9 Relationship Marketing 273
9.1 Fundamentals of Relationship Marketing 273
9.1.1 Some Definitions 273
9.1.2 Building Advocate Relationships 275
9.2 Components of a Relationship Marketing Strategy 276
9.2.1 The Management of Quality 2.11
9.2.2 Customer Relations 278
9.2.3 Marketing Communication 280
9.2.4 Loyalty Schemes 280
9.3 Frequent Flyer Programmes 281
9.3.1 History and Current Status 281
9.3.2 FFPs: Programme Member Requirements 282
9.3.3 FFPs: Airline Requirements 283
9.3.4 The Future 285
Successful Airlines ... 288
Contents xi
10 Airline Selling, Advertising and Promotional Policies 289
10.1 The Anatomy of a Sale 289
10.1.1 The AID A Model and the SPIN Cycle 289
10.2 Sales Planning 291
10.2.1 The Sales Budget 291
10.2.2 The Communications Mix 295
10.3 Marketing Communication Techniques 295
10.3.1 Sponsorship Policy 295
10.3.2 Database Marketing 298
10.3.3 Media Relations 305
10.3.4 The Field Sales Team 306
10.4 Airline Advertising 311
10.4.1 The Functions of Advertising 311
10.4.2 Advertising Decisions 312
10.4.3 What are the Features of Good Airline Advertising? 319
10.5 Selling in the Air Freight Market 319
10.5.1 The Sales Task in the Air Freight Market 320
10.5.2 Marketing Communication Methods 322
Successful Airlines ... 3 22
11 The Future of Airline Marketing 323
Glossary of Aviation Terms 327
Glossary of Marketing Terms 343
Index 357
|
| any_adam_object | 1 |
| author | Shaw, Stephen |
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| callnumber-subject | HE - Transportation and Communications |
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| discipline | Wirtschaftswissenschaften |
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| spellingShingle | Shaw, Stephen Airline marketing and management Luchtvaartmaatschappijen gtt Management gtt Marketing gtt Airlines Management Airlines Marketing Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd Luftfahrt (DE-588)4036557-8 gnd Verkehrsbetriebslehre (DE-588)4131741-5 gnd Luftverkehr (DE-588)4036597-9 gnd |
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| title | Airline marketing and management |
| title_auth | Airline marketing and management |
| title_exact_search | Airline marketing and management |
| title_full | Airline marketing and management Stephen Shaw |
| title_fullStr | Airline marketing and management Stephen Shaw |
| title_full_unstemmed | Airline marketing and management Stephen Shaw |
| title_short | Airline marketing and management |
| title_sort | airline marketing and management |
| topic | Luchtvaartmaatschappijen gtt Management gtt Marketing gtt Airlines Management Airlines Marketing Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd Luftfahrt (DE-588)4036557-8 gnd Verkehrsbetriebslehre (DE-588)4131741-5 gnd Luftverkehr (DE-588)4036597-9 gnd |
| topic_facet | Luchtvaartmaatschappijen Management Marketing Airlines Management Airlines Marketing Luftfahrt Verkehrsbetriebslehre Luftverkehr |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022654255&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT shawstephen airlinemarketingandmanagement |