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Essay / Research Paper Abstract
5 pages in length. The writer provides parallels between Southwest Airlines and the metaphor 'Irish Conversation,' pointing out the relationship between its marketing division as guided by owner Herb Kelleher and many of the metaphor's same identifying elements: highly individualistic; often religion-focused; intense; must give reasons; ironic wit; certain ritual questions require response covering particular points; agile combination of facts and principles; strongly felt opinions; dearly held values; and proves worth as a person. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: LM1_TLCSthWst.rtf
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Herb Kelleher, whose marketing tactics have been credited to his "extremely effective, maverick-cum-evangelistic leadership" (McConnell et al, 2002, p. PG). The manner by which Kelleher took a once-grounded airline
and transformed it into the top moneymaker of its industry is a testament to the strength, determination and basic fundamentals he has always incorporated into his marketing efforts for the
Dallas-based airlines. As a direct result, not only are his passengers happy to fly his airline, but his "passionate, dedicated employees" (McConnell et al, 2002, p. PG) have played
an integral role in maintaining customer return long after the marketing tactics have been utilized. Indeed, getting the passengers is the task of advertising genius; keeping them, however, is
often a much more difficult equation. "We market ourselves based on the personality and spirit of ourselves. That sounds like an easy claim but, in fact, it is
a supremely dangerous position to stake out because if youre wrong, customers will let you know - with a vengeance. Customers are like a force of nature: You cant
fool them, and you ignore them at your own peril" (McConnell et al, 2002, p. PG). Clearly, the relationship between Southwest Airlines marketing
division as guided by owner Herb Kelleher and the metaphoric Irish Conversation reflects many of the same identifying elements: highly individualistic; often religion-focused; intense; must give reasons; ironic wit; certain
ritual questions require response covering particular points; agile combination of facts and principles; strongly felt opinions; dearly held values; and proves worth as a person (Anonymous, no date). II.
FIRST PILLAR - RURAL HERITAGE The advent of commercial airlines proved able to turn a tidy profit virtually single-handedly by transporting passengers from
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