Marketing Introduction Paper
Business people know that the ability to gratify the changing demands of customers has become increasingly important in recent years. The aspect of change has been very noticeable in the airline industry. I have taken the interview of John Samuel, who is the Managing Director for Interactive Marketing for American Airlines. During the interview I inquired about the importance of marketing and how the company is using marketing tool for increasing the sales. In this paper, I will discuss John's thoughts about the importance of marketing.
According to John, consumers pick the airline who most completely meets their needs. These customers may then grow to rely on that airline if they find their needs are being met consistently. Thus, those companies best able to satisfy customer needs will become the most successful in the marketplace. And the needs are constantly changing in the market. Anticipating future market needs and managing the necessary changes is as important as satisfying current markets. New technology, growing international trade, improved communications and increasingly sophisticated and demanding buyers have all contributed to the increased the pressure on the airline industry to make continuous improvements in their products and services.
With so much competition in the airline industry, what separates AA from other airlines?
The basic products are the same with every airline. The key factor is the servicing. It is the way the product is customized as per the needs of the customer - the ease in booking flights, and call center experiences are where the back end process is simplified and what differentiates us from others.
Which advertising media are you planning to take to?
Over the next ...