AVIATN 3000 Chapter Notes - Chapter 5: Premium Economy, Marketing Mix
30 Jun 2018
School
Department
Course
Professor
Size of the total market
a)
Share of market held by product of the firm in
question
b)
Classifies Products into two variables
1)
Spending can take form of 4Ps in marketing
mix
a)
Use advertising and promotional work,
competitive pricing
b)
Incentives for sales to push product hard to
consumers
c)
Mission is to invest and gain market share
2)
Wildcat Route: traffic as a whole is growing
strongly, but airline only has small share.
Requires patience and continuing investment
a)
Star Situation: Overall market growing quickly
and product has good share of market.
Significant source of profit, but requires
intensive and costly management
b)
Cash Cow: Product has good share of market,
but the market isn't growing strongly. Not
attractive to new businesses looking to enter
this market, much challenge.
c)
Dog Product: Total market not growing and
d)
Boston Box to Airline Route Network
3)
Managing a Product Portfolio: The 'Boston Box'
A)
The Theory of Product Analysis and its Application to the
Airline Industry
I)
Reading Chapter 5: The Theory of Product Analysis and its
Application to the Airline Industry
Tuesday, January 30, 2018
9:51 PM
Midterm Page 1
Document Summary
Reading chapter 5: the theory of product analysis and its. The theory of product analysis and its application to the. Share of market held by product of the firm in question. Mission is to invest and gain market share a) Spending can take form of 4ps in marketing mix. Incentives for sales to push product hard to consumers b) c) Wildcat route: traffic as a whole is growing strongly, but airline only has small share. Star situation: overall market growing quickly and product has good share of market. Significant source of profit, but requires intensive and costly management. Cash cow: product has good share of market, but the market isn"t growing strongly. Not attractive to new businesses looking to enter this market, much challenge. Dog product: total market not growing and b) c) d) Dog product: total market not growing and firm has small share. Ansoff matrix: combination of scenarios of implementing new/existing products into new/existing markets.
