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Essay / Research Paper Abstract
A 13 page paper discussing how this online travel service can better market itself, with special attention to advertising. Orbitz provides a valuable service customizable by the customer according to the customer's needs. It has not advertised this fact well in the past; more effective management of the promotion "P" of the marketing mix can only be beneficial. Bibliography lists 10 sources.
Page Count:
13 pages (~225 words per page)
File: CC6_KSmktgOrbitz.rtf
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Unformatted sample text from the term paper:
online travel agency, and one of those described as "the big three" by many observers. The other sites with which Orbitz directly competes are Expedia and Travelocity (Starkov, 2002).
Even so, it has had less exposure to the travel-buying public than have the other two, and the exposure it has had quite often in the past was annoying
to potential customers. As an online travel agency, in its early years it chose to advertise through pop-up advertising on the Internet and through unsolicited email before that activity
was labeled as spam and came under attack from several fronts. Orbitz now needs to reassess its approach to building its brand and advertising it to potential customers. Part
I - Branding and Creative Strategy The Internet Setting The Internet has had a dramatic effect on many types of businesses, but likely
none more than that which it has had for travel agencies. The entire industry has taken lumps as commissions have vaporized while travel increases. Though the changes are
difficult to follow at times, the Internet presents a view of the future of the industry that can be quite lucrative. Unable to
know that 2001 would deliver a crushing blow to the travel industry in the form of terrorism, one author notes, "The year 2000 was a cataclysmic one for the travel
industry as companies, new and old, struggled to make the best use of the latest technology while keeping a sharp eye on the bottom line. Few of them actually
paid attention to the customer" (Industry predictions, 2000; p. 21). This lesson for any business form and for any industry must remain uppermost as travel agents sort through the
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