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British Airways - Is It Marketing Orientated?

Tue Mar 18, 2003 8:07 pm

I am currently researching on an university assignment due in soon. The title is to research whether the chosen company is marketing orientated and whether it follows the marketing concept ?

I just require opinions to what you guys think with regards to British Airways. Any help would be great.

Stretch 8
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RE: British Airways - Is It Marketing Orientated?

Wed Mar 19, 2003 12:03 am

I think BA always been very "marketing oriented." Their print and television advertising (at least here in the US), has always been clever and thoughtful. They use select publications and television programs to reach an affluent audience.
Maggs swings, it's a drive deep to left! The Tigers are going to the World Series!!!
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RE: British Airways - Is It Marketing Orientated?

Wed Mar 19, 2003 12:16 am


yrs ago they decided to go for high revenue passengers.

they sold Go and reconfigured their awide body aircraft into 4 classes (3 business focussed) moved out a lot of seats for more comfort

they followed the startegy & took risk's even when it appeared to make them very weak (business travel plumped after 9-11, corporate accounts were rationalized, business travelers downgraded)

so they followed the marketing strategy

if a was the right strategy remins to be seen, perhaps it would have been more profitable to be more conservative/ flexible with the strategy

"Never mistake motion for action." Ernest Hemingway
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RE: British Airways - Is It Marketing Orientated?

Wed Mar 19, 2003 3:45 am

What exactly do you mean by marketing oriented?

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