Task to be completed:
Question 1:
a) How is e-ticketing an example of marketing in the digital age, and what particular marketing issues does it pose to airlines and travel agents?
b) Why have European consumers been so slow to adopt e-ticketing, compared to their U.S. or Japanese counterparts? Do you believe the arguments put forward in the case?
c) If IATA's projections for ticketless travel are true, what is likely to happen to traditional European travel agents?
d) Is Lufthansa likely to be one of the European winners in the digital age, or will it be one of the traditional companies that fails to make the transition?
Question 2: What are the major challenges facing marketing today?
Question 3: Discuss the major changes in distribution channels over the past ten years. What are the trends for the future?
Question 4: Assess the advantages and disadvantages of different payment mechanisms over the next ten years.
Question 5: What are the challenges faced in creating global brands?