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Essay / Research Paper Abstract
This 5 page paper assesses the American Airlines web site from a marketing perspective. The format, content and general presentation of the web site are all assessed to determine the way it may help the company and how it may help to generate revenues. The bibliography cites 4 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEaawebs.rtf
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Unformatted sample text from the term paper:
decrease in disposable incomes tends to decrease the level of demand, especially for travelers in the leisure market. With high overheads and relativity low profit margins this leads airlines. The
airlines are now more proactive than in the past, aided by their ability to sell tickets directly through web sites. The use of the internet by individuals to make travel
arguments means that airlines not only have to consider their traditional advertising and ticket agents, but have the potential enhance their position. Many businesses use web sites, but the evolution
for the airline industry has been dramatic, allowing them to create more direct relationships with their passengers. It is for this reason that the web site of an airline has
been chosen. In difficult economic time a good web site may make a great deal of different to the level of sales made by an airline. A well known
airline is American Airlines, with a web site that is designed to be used by international travelers. The web site is a useful tool and should be considered from a
marketing perspective. When looking at the value of a web site one of the first elements that is considered by Chaffrey (2004) is the web address, or URL. In line
with any marketing theory before a consumer can use a service or buy a product they need to know that it exists (Kotler, 2003). Travelers are already likely to know
that the airline exists; this has been dealt with by the usual advertising and a high level of brand awareness. When looking at the effectiveness of websites it essential debts
potential visitors are able to locate the website easily and quickly. This is why many companies will fight battles to ensure that they have the rights to use a website
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