Analyse the buying behaviour of us air travel consumers

Question

Assignment:

Individual Report Learning Outcomes

1. Debate the role of markets and marketing in today's contemporary business environment

2. Analyse buying behaviour in order to develop effective marketing communications

Assessment Tasks

The U.S air travel market is highly competitive with a number of Full Service and Low Cost Carriers competing for customers and market share.

This has resulted in dramatic changes in how air travel is delivered in the U.S.A and internationally both from the context of how airlines target and market to consumers, as well as in the context of consumer expectations and behaviours.

Write a report (MINIMUM 3000 words) in which you:

1. Examine the U.S air travel market and debate the role of markets and marketing from the point of the Full Service and Low Cost Carrier approaches.
2. Analyse the buying behaviour of U.S. air travel consumers and their expectations of the air travel industry.
3. Discuss how Full Service and Low Cost Carriers target specific air travel consumers based on their buying behaviours and how buying behaviours influence their marketing communications.
4. Make a recommendation as to which approach (Full Service or Low Cost) you think better serves the market. Discuss how a new Carrier could use your findings to develop effective marketing communications.

WORD COUNT: MINIMUM 3000 words