Running head: A REVOLUTIONARY AADVANTAGE
A Revolutionary AAdvantage
Tracy A. Brey
Northwood University
Table of Contents
Table of Contents 2
Abstract 3
Product 5
Price 7
From the vendor standpoint 7
From the customer standpoint 7
Getting AAdvantage Miles 7
Using AAdvantage Miles 8
Place 9
From the vendor standpoint 9
From the customer standpoint 9
Promotion 10
Conclusion 12
References 13
Abstract
Marketing is defined as the process of creating, distributing, promoting and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers in a dynamic environment (Pride, 2006). This can be separated into the four P’s of marketing, product, price, place, and promotion.
This paper, attempts to introduce the reader to American Airlines and its brilliant, innovative marketing strategy, developed in 1981, called the AAdvantage Travel Rewards Program. More specifically, I will talk about the AAdvantage mile, trying to hit on each of these four points of the marketing mix and where applicable, I will try to identify each of these points from both the vendors and the customers prospective.
A Revolutionary AAdvantage
On April 15, 1926, Charles A. Lindbergh, chief pilot of Robertson Aircraft Corporation of Missouri, placed a bag of mail in his small DH-4 biplane and carried it from Chicago to St. Louis. Later, he along with ...