Weitz & Wensley
Statements such as the following, abstract as it may be, is something this author can digest (“It follows … that each firm’s market share in equilibrium is a half, the same as it would have been if they had spent nothing on advertising”) (Weitz & Wensley, 2002, p. 413).
However, there is a blizzard of mathematical formula and a significant alphabet soup of acronyms that disserve communicating strong foundational considerations as regards solid market research.
Nonetheless, the chapter Allocating Marketing Resources seems to beg two ideas: [1] that to the degree to which it can be done, software can be written (at least for base considerations), and [2] no software will ever be able to be absolute (for there are too many moving parts).
American Airlines marketing mix, 2005
Regardless which wealthy wells of traceable information it chose to plumb, with regards to demand interdependencies we are probably only talking about the general public, whether you are in economy or coach, business class or first class. Those decisions are usually made for the consumer based on circumstance.
And yet this is what an untitled 10 page document finds its focus on, as American Airlines goes about overhauling its marketing mix (in this case, multiproduct allocation with demand interdependencies) (Antidze, I. 2005).
The document is essentially testimony that they had lost sight of all their customers.
American Airlines even took liberties as they took on the behavior that they were in (already in) partnership with their customers, affording reduced rates (in one example) by making available on domestic flights (that heretofore had a served meal) bins of bag lunches the consumer picked up on their way in (likely cutting payroll by a full steward).
In 2007, American Airlines shifted its “romance” (now established) to a more intimate detail of its relationship with its customers; offering a marketing conversation as to how “green” American Airlines had become (Environmental Leader LLC. 2007).
Concluding thoughts
It is acknowledged “…the world’s biggest operator with 80,000 employees and a turnover of over 17 billion,… has weathered the storms of high oil prices, SARS, 9/11 and the Iraq conflict over the past few years much better than most…” and the author would submit that, in large measure, such relative survival is likely due to being the world’s biggest operator (Fojt, M. 2006).
Given that payroll bone cutting can hardly go any further and fuel prices continuing their growing burden one can only hope that American Air continues and expands on all its customers relationships.
The challenges of the industry are very unforgiving and the breadth of the industry’s reach will nearly insist on such strong relationships.
References
Antidze, I. (2005). American Airlines Marketing Analysis (Corporate Marketing Analysis). Retrieved from scribd: http://www.scribd.com/doc/23988526/American-Airlines-Marketing-Analysis
Environmental Leader LLC. (2007, July 18). American Airlines Plans Green Marketing Campaign (e-zine). Retrieved from Environmental Leader.com: http://www.environmentalleader.com/2007/07/18/american-airlines-plans-green-marketing-campaign/
Fojt, M. (2006). The airline industry [electronic resource]. Strategic planning, 22(6), 53. Retrieved from http://library.argosy.edu:8191/cgi-bin/Pwebrecon.cgi?v1=2&ti=1,2&Search%5FArg=American%20Airline&Search%5FCode=FT%2A&SL=None&CNT=25&PID=OcwZFIj9_Wpf3qelvYyBDTgSqSb&SEQ=20110315203941&SID=3
MarketingProfs LLC. (2010, January 27). Disconnects Plague Loyalty Programs (White Paper ). Retrieved from MarketingProfs.com: http://www.marketingprofs.com/charts/2010/3359/disconnects-plague-loyalty-programs: .
Temkin, B. (2011, January 21). I Am The Customer Experience… Not! [Web log message]. Retrieved from http://experiencematters.wordpress.com/category/employee-engagement/
Weitz, B. A., & Wensley, R. (2002). Handbook of Marketing. Thousand Oaks, CA 91320: Sage Publications Ltd.
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