Product - 1
 Product purchased by customers encompasses functional,
psychological, and aesthetic features as well as convenience,
reliability, and so forth.
 A “product” of airlines includes safety, on-time reliability,
convenience, seat availability, cabin and ground service, etc.
 The airline marketing analysts discuss product differentiation for
targeting specific customers.
Product II
 The delivery of airline services is never 100% guaranteed due to
several uncontrollable causes such as mechanical problems and
weather.
 The services offered by an airline can be produced only in batches,
as opposed to individual units.
 Airline have to offer better qualitative and quantitative service to
passenger > to enhance company’s image
Price
 Price became one of the most volatile areas for post - deregulation
airline competition.
 Price remains the major competitive variable after airline
deregulation.
 Price is primarily determined by two economic factors: demand and
supply.
Promotion - 1
 Activities that support the visibility and availability of an airline’s
services
 Promotion is executed through two main functional activities,
namely:
 Advertising: non-personal selling of a service
 Personal selling: involves personalized approach to promoting an
airline’s services
Promotion - 2
 Sales personnel play an important role in marketing current
promotional fares and tours to particular agents.
 The major goal of promotion is to let the customers in target
markets know that the carrier’s service are available at the right
time, right place, and right price