Demand and Marketing in Aviation
ISBN
978-3-030-79548-1
Type
book section
Date Issued
2021-10
Author(s)
Editor(s)
Abstract (De)
Marketing instruments are used to influence the buying behaviour of passengers and therefore vary between the different segments. In terms of aviation, aspects such as product service, customer relation management, brand, pricing and distribution are important marketing instruments. The service quality consists of the seat quality and the seamless service encountered by the passenger throughout the entire journey from booking until after the arrival. In a consecutive step, the concept of customer value is explained and applied to the aviation industry. Branding is also an important marketing instrument that is seeing a change from single brands to a portfolio of different brands, especially within airline groups. Furthermore, the concepts of distribution and pricing from previous chapters are embedded as additional marketing instruments for airlines. The basis of pricing is determined by market segment specific and situational readiness to pay, which airlines use to determine their dynamic prices and implement price discrimination.
Language
English
HSG Classification
contribution to education
Book title
Aviation Systems - Management of the integrated Aviation Value Chain
Publisher
Springer
Volume
2
Start page
251
End page
282
Pages
31
Official URL
Subject(s)
Division(s)
Contact Email Address
andreas.wittmer@unisg.ch
Eprints ID
264650