Q 1. Forecasts have powerful influence on what companies do, through budgets and other planning procedures. Thus, forecasting merits significant management attention and commitment. Provide an example of a budget or sales forecast for a major airlines and outline the components of this budget or forecast.
Q 2. Superior market knowledge is not only an important source of competitive advantage, but it also results in happier, higher volume of, and more loyal customers. Do you agree or disagree with this statement? Why or why not? Defend your answer.
Q 3. Much can go wrong in marketing research and often does. Becoming an informed and critical user of marketing research is an essential skill for anyone who seeks to contribute to strategic decision making. Do you agree or disagree with this statement? Why or why not? Defend your answer.
Q 4. Why do market segmentation and target marketing make sense? Provide an example for the airlines industry.