Marketing the Airline industry
Market Segmentation The objective of any firm’s marketing policies should be to make some money while keeping the customer happy. In the airline industry this basic goal is often unattainable since the airline industry caters to a wide range of customers with an even wider range of needs and wants. ... Trading off customer requirements against production economics is occurring in almost all industries as it does in the airline industry. ... The airline industry is essentially broken down into two segments, that of air passenger market and freight market. When it first began the airline freight market made up only a very small portion of the revenue for airlines. ... The length of the airline passenger trip is another segment. ... In flight surveys are designed to find out some of the factors that go into choosing an airline.