Mkt 571

Marketing Concepts for Classic Airlines

University of Phoenix

Marketing

571

Marketing Concepts for Classic Airlines

University of Phoenix uses a scenario for the fictional organization Classic Airlines. The scenario offers several examples of marketing concepts for examination.

The information presented in University of Phoenix scenario for Classic Airlines shows that the airline organization is “the fifth largest airline in the world” (University of Phoenix) and has 375 jets in the organizations fleet of aircraft. Past years the airline has been profitable but as with many airline companies Classic Air is facing many challenges plaguing other airlines. The issues experienced by Classic Airlines are a decrease in share prices as well as a decrease in the number of consumers using Classic’s Reward Program.

Kotler defines marketing concepts in his text Understanding Marketing Management:

‘Instead of a product-centered, “make and-sell” philosophy, business shifted to a customer-centered, “sense-and-respond” philosophy. Instead of “hunting,” marketing is “gardening.” The job is not to find the right customers for your products, but the right products for your customers. The marketing concept holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets.” (Kotler, pg. 16)

With this definition in mind Classic Airlines needs to define the organizations marketing

plan to fit the customers’ needs not the organization’s needs.

Several concepts were found within the scenario presented by University of Phoenix are as follows:

• Production Concept

• Product Concept

• Selling Concept

• Marketing Concept

• Holistic Concept

Reading through Classic’s scenario the first model observed is the production concept. A production concept relates that consumers desire and purchase merchandise readily...