Marketing in Aviation

Andreas Wittmer () and Thomas Bieger ()
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Andreas Wittmer: University of St. Gallen
Thomas Bieger: University of St. Gallen

Chapter Chapter 7 in Aviation Systems, 2011, pp 135-155 from Springer

Abstract: Abstract The buying behaviour and thereby the influence of different marketing instruments varies among market segments. In general the most important marketing instruments are product service (especially for business customers), customer relation management, brand, pricing and distribution. Seat quality and seamless service chain from booking to the plane are the most important elements of service quality where the most innovations take place. With the evolution of airline alliances and mergers single brands are more and more replaced by brand portfolios. Price and distribution are the instruments which are closely linked to capacity control and network management. Market segment specific and situational readiness to pay has to be the basis of dynamic prices. Accordingly price discrimination has to be made based on market segments, time of booking etc. Price discrimination needs fencing to avoid cannibalization.

Keywords: Market Segment; Customer Relationship Management; Service Culture; Flight Attendant; Business Traveller (search for similar items in EconPapers)
Date: 2011
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DOI: 10.1007/978-3-642-20080-9_7

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