Travelocity.com pioneered the Internet-based travel planning business. Consider how the company re-energized its growth through the development of a new value proposition coupled with creative and innovative marketing tactics.
For this assignment, watch this video on Travelocity, then answer a series of questions about it. See the reference on page 363 of the text, and answer the questions that follow.
Topic Requirements:
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- Think about what consumers want from online travel services providers. Develop five criteria that you think are key to satisfying customers. Compare and contrast Travelocity.com and two other online travel providers along the criteria you developed. Is Travelocity.com on the right track?
- How could Travelocity.com take advantage the social influence heuristics discussed in Chapter 13 of the textbook? Develop a new promotional effort that leverages a social influence heuristic for Travelocity.com.
- In the video case, Travelocity.com executives discussed the importance of co-branding with companies like Amazon.com and American Express. Develop a "piggyback" campaign for Travelocity.com that would reach you as a potential customer.
Content Requirements:
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- The assignment should be 1 - 2 pages in length (double-spaced, 12 point font, Times New Roman).
- Cite your information and include a reference page (does not count towards length requirement.) For APA citation guidelines, please refer to the Tools & Resources page.