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Essay / Research Paper Abstract
A 7 page paper discussing the approaches that American Airlines is taking in marketing itself in early 2004. Long-haul carriers still have not fully recovered from the aftermath of the 9/11 attacks and the recession that followed, and American Airlines maintains some attractive offers. Most offers are attractive only to rather narrow market segments, however, and some co-branding efforts are more hype than substance, such as an alliance with Discover card that gives consumers the ability to apply for “rewards” certificates at the rate of 0.25 to 1.0 percent of non-gas purchase expenditures. American is offering more than 100 promotions at the present time, but only a few have any real value for the consumer. Bibliography lists 9 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSairMktgAm.rtf
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Unformatted sample text from the term paper:
among travelers is that those paying for their own travel - i.e., vacationers and the self-employed - always seemed to be excluded from "specials" run by any airline. Business
travelers and those free of all life-related encumbrances seemed to be the only travelers in which the major airlines had any interest at all. Business class travelers needed to
travel regardless of the cost, or so it seemed. Those free enough in life that they could depart on a European vacation with less than 24 hours notice also
could benefit quite nicely. The rest of us, however, were the ones left to pay for the overhead. The best we could
do was to purchase ten or twelve full-fare tickets to collect enough frequent flyer miles to qualify for a free domestic ticket. American Airlines, at least, has quit ignoring
this large middle segment. The airline still has not regained the passenger miles it was selling prior to the September 11, 2001 terrorist attacks, and it has become aggressive
in striving to entice the large middle segment of travelers to return to it. The purpose here is to review some of the ways American Airlines is marketing itself
to travelers. Rationale The long period of economic expansion enjoyed in the US throughout most of the decade of the 1990s did not
affect everyone in equal terms, of course, but those that benefited most took to the skies in their quests to travel the world. Economists who should have known better
were hinting that the concept of the business was pass?, that Adam Smiths boom-and-bust model of market movement no longer was relevant. Such claims have been made before, most
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