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US A333 PIT
Topic Author
Posts: 308
Joined: Thu Jan 18, 2001 8:36 am

Airline Marketing Department Question

Sat May 08, 2004 11:56 am

What do the marketing deparments of airlines handle? I'd assume advertising. What else?
 
tripseven
Posts: 70
Joined: Tue Mar 20, 2001 1:28 am

RE: Airline Marketing Department Question

Sat May 08, 2004 12:11 pm

Advertising is only a small part of marketing. Route planning, revenue management (pricing and yield management), frequent flyer loyalty programs, and alliance arrangement are all much bigger marketing functions.

 
Motorhussy
Posts: 3673
Joined: Thu Mar 30, 2000 7:49 am

RE: Airline Marketing Department Question

Sat May 08, 2004 12:51 pm

Marketers plan, create and manage the product that is taken to the market through advertising and other forms of communication. Including all of T7's answers, they also influence or are part of the complex equation in aircraft selection.

I used to work on the advertising account for NZ some years ago and asked, rather cynically, a similar question.

Regards
MH
come visit the south pacific
 
ordpark
Posts: 645
Joined: Mon Nov 24, 2003 3:20 pm

RE: Airline Marketing Department Question

Sat May 08, 2004 1:00 pm

Marketing comes up with totally off the wall ideas that translate into operational plans that are totally unworkable. They than stand back and watch the frontline employees go nuts trying to make these ideas work!

Now, before all the marketing devotees jump all over me, I'm just kidding....honest.....!
 
Arcano
Posts: 2301
Joined: Mon Mar 22, 2004 4:34 am

RE: Airline Marketing Department Question

Sat May 08, 2004 1:28 pm

The simplest and most basic definition of what marketing is about:

"The 4 P":
Product
Price
Promotion
Place

Product is the product itself, or service in case of aviation. Marketers handle the definition of what product they want to sell: low prices, comfort, more destinations, etc. Price: obvious, how much do we charge, or how we get the more money possible from every consumer. Place: where do we sell: internet, agencies, airport, distribution channels, and Promotion: how do we communicate this to our target consumer: advertising, brand, direct marketing, etc.

All of this (and much more) is what marketing in an Airline is about.

)(Arcano
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