Ebook Principles of marketing (global edition): Part 2
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Ebook Principles of marketing (global edition): Part 2
Find more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2ers (Chapters 3-6)Part 3: Designing a Customer-Driven strategy and Mix (Chapters 7-17)Part 4: Extending Marketing (Chapters 18-20)PricingUnderstanding and Capturing Customer ValueChapter Previewpricing. If effective product development, promotion, andEbook Principles of marketing (global edition): Part 2
lue in tne prices they earn. In this chapter, we discuss the Importance of pricing, dig into three major pricing strategies, and look at internal and Find more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2s, let’s examine an hterestng strategic pricing story. Ar Arabia htroduoed a raw way of doing business to the airtine industry n the Mdde East when it was estabished n 200G. Keeping costs dơAn by cutting expensive overheads afowed fare prices to be set much lừ.ver than competitors without sacrificin Ebook Principles of marketing (global edition): Part 2g operational excellence, and opened the posstoifty of ar travel up to a whole new market seựnant.Air Arabia: Customer-Value-Based PricingBack in OctoEbook Principles of marketing (global edition): Part 2
ber 2003, new airline Air Arabia started its operations to introduce a new concept to the air transportation industry in the Middle East and North AfrFind more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2ed the airline industry in the Middle East and North Africa with its low fares and by adopting a completely different way of doing business compared to the traditional airlines. By ditching expensive overhead costs such as free food and drinks; utilizing the same type of airplanes but minimizing mai Ebook Principles of marketing (global edition): Part 2ntenance, training, and repair costs; and flying to airports with cheaper landing fees, this budget airline was able to pass huge savings on to its cuEbook Principles of marketing (global edition): Part 2
stomers. Later on, this business philosophy led to the launch of other new budget airlines in the Middle East.As the first low-fare airline in the MidFind more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2ics of J Air Arabia's core business strategy-are "The business mission" and "Basis for differentiation." Its business mission aims to revolutionize air travel in the region through an innovative business approach of offering superb value for themoney and safe, reliable operation. Through its value p Ebook Principles of marketing (global edition): Part 2roposition and commitment, "Be Smart, Pay less, Fly more," Air Arabia set itself apart from its competitors in the Middle East as one of the world's kEbook Principles of marketing (global edition): Part 2
-ading budget airlines in terms of profit margin, innovation, reputation, and operational excellence.Air Arabia’s customer interface is based on the pFind more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2keting) and y offering the lowest fares in the market without sacrificing service, safety standards, and agencycosts.By selling its tickets electronically online or via telephone, Air Arabia's marketing costs become much lower, with no travel agent commissions to pay or paper tickets to print andWit Ebook Principles of marketing (global edition): Part 2h its “Be Smart, S’cy less, Fly more” taglire. Ar A-abia puts auG-orne- va ue at the foref-c-t of its Gt'ategy—offer ng the oweGt fa-CG in the marketEbook Principles of marketing (global edition): Part 2
without sacrina ng CLGtorer service.Find more at www.downloadslide.comChapter 10 Pricing: Understanding and Capturing Customer Value 311post. VirtuallFind more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2her ahead a customer books through an online booking website, the cheaper the e-ticket will be. Sometimes customers get last-minute bargains on empty flights, but usually the closer the e-booking is to departure day, the less of a batgain it will be.The foremost mission at Air Arabia is to deliver a Ebook Principles of marketing (global edition): Part 2 smooth, comfortable, and enjoyable journey with the best value for the money to its customers. This budget airline is committed to meeting the expectEbook Principles of marketing (global edition): Part 2
ations of its valued customers by offering distinctive services and competitive offers throughout the year.When Air Arabia was launched Kick in 2003, Find more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2re in the market, as it was already established and was known for its high-quality service. Gulf Air was another competitor, but because it wasn't an official airline of the United Arab Emirates, it did not pose as many threats as Emirates Airlines. Finally, Etihad Airways had just started operation Ebook Principles of marketing (global edition): Part 2s and did not pose much competition. In terms of market segmentation in the startup phase, two particular segments in the market had been overlooked bEbook Principles of marketing (global edition): Part 2
y airlines: low-budget airlines and airlines targeted at the niche market. Air Arabia decided to target the former and came up with its strategy of "PFind more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2avelling throughout the region, and those who already travelled were able to do so more frequently; thus the new airline benefi tied both business and leisure travelers. Air Arabia could also target passengers who used to drive to nearby countries such as Oman, Saudi Arabia, and Bahrain. With low-co Ebook Principles of marketing (global edition): Part 2st Air Arabia tickets, passengers could save substantial time flying to these countries rather than driving. The airline could also target customers wEbook Principles of marketing (global edition): Part 2
ho did not fly that often, as travelling by airline was considered by many to be an expensive option. Other target markets included passengers lookingFind more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2 airlines starting up in the future, and that hence competition would soon be posed not only by the existing airlines but also by new startup low-budget carriers, including not only those operating from the United Arab Emirates, but also other budget airlines starting up in other countries in the GC Ebook Principles of marketing (global edition): Part 2C. In addition, other international airlines were operating in the region, including Air France, British Airways, KLM, Lufthansa, Cathay Pacific, SaudEbook Principles of marketing (global edition): Part 2
i Airlines, Air India, and others.During its first period of operations from 2004 to 2008, the number of Air Arabia's passengers grew at a compounded Find more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2o 2.7 million passengers in 2007, and formed 68 percent of the total passenger traffic at Sharjah International Airport in 2008.In 2012, Air Arabia reported third-quarter net profits of roughly $61.5 million, a significant increase compared to roughly $27.2 million in the corresponding period in 201 Ebook Principles of marketing (global edition): Part 21. This reflects the airline's strong financial position and outstanding performance. Sheikh Abdullah Bin Mohammad AlAir Arabia otters a simple pricinEbook Principles of marketing (global edition): Part 2
g plan to Its customers, and invites them to "Be smart, pay less, fly more" In its adverts.c Draọani' MhckrôTuntrítiKk canThani, Chairman of Air ArabiFind more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2growth strategy. He noted that Air Arabia looked to lx? on a strong growth trajectory, given the company's sustained growth margins and steady profits. Additionally, their strategy to pursue the low-cost model in the wider Arab region was shown to be valid by the positive financial reports and conti Ebook Principles of marketing (global edition): Part 2nuing growth of customer base-.Though political instability and sustained high fuel costs continue to challenge regional carriers, the appeal of air tEbook Principles of marketing (global edition): Part 2
ransport, and especially the low-cost model pioneered by Air Arabia in the region, remains strong. As these results make clear, Air Arabia remains on Find more at www.downloadslide.comPart 1: Defining Marketing and the Marketing Process (Chapters 1-2)Pari 2: Understanding the Marketplace and Consume Ebook Principles of marketing (global edition): Part 2obust commercial and operational performance, while providing customers with an even wider choice of affordable air travel options.As part of its commitment to enable more people to fly efficiently and affordably, Air Arabia continues to enter into new markets. In the past quarter, it has added thre Ebook Principles of marketing (global edition): Part 2e new destinations—Erbil in Iraq, Uffa in Russia, and Odessa in Ukraine—expanded operations from its hubs in Morocco and Egypt, and announced the launEbook Principles of marketing (global edition): Part 2
ch of an additional four routes in October 2012, bringing Air Arabia's global network to a reach of 81 destinations. This reflects the airline’s contiGọi ngay
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