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Essay / Research Paper Abstract
A 6 page paper answering four marketing questions focusing on services. Two of the questions are about Alitalia’s failure to keep pace with other European airlines in terms of revenues and customer use. Another question focuses on the marketing of charities, and the final one addresses the issue of keeping existing customers while attracting new ones. Bibliography lists 2 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgSvcsAir.rtf
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Unformatted sample text from the term paper:
"old" business is that there are well-defined plans for success and myriad descriptions of failure. Unlike the new technology or service that may or may not have a market,
the business of supplying air transportation services is a proven one, one that has been documented for years as being successful - or at least carrying the potential for success.
As with any other business, the proof of success is in the bottom line. In the business of providing air transportation, management of the business and of targeting
appropriate customer segments can prove to be the defining point of success or failure. 1. Alitalia Airlines Macroenvironmental Conditions Certainly Alitalia Airlines is
distressed about its current business situation and it will have to find a solution if it is to stay in business, but the company can take comfort in knowing that
many of the worlds leading airlines also are suffering in the present business environment. As example, most airlines focused on the higher-profit business customer prior to 2000, but certainly
not in the manner they are courting him in todays market. Several airlines, including Emirates Airlines, have made changes specifically targeting the business traveler, but airlines such as SAS
and KLM have eliminated the business classes they offered in the past. It appears that the world economy is improving, however, and Alitalias situation should improve as well.
After dramatic decline during the early years of the new century, business travel appears to be recovering. Whether improvement in the macro environment
is real at present has not yet been actually demonstrated, however. Alitalia will be obliged to do all that it can to remain operational so that it can take
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