Assignment
1. Go to the American Airlines website and explore the American Airlines Advantage loyalty program. Take you directly to the loyalty program page, but you will likely to need to click around and visit other pages for all the relevant information.
a) List and briefly describe the target market segments you see, as they pertain to the loyalty program.
b) What bases for segmentation is American Airlines using?
c) Why do you think so? Provide specific details that link the loyalty program to the bases in your explanation.
2. Look at the American Airlines ads below, continue to browse their website, and take a look at some of their recent press releases.
a) How do you think they are trying to position American Airlines?
b) What positioning base(s) are they using?
c) Why do you think so?
3. Now, create a positioning map featuring American Airlines and 4 of their closest competitors. You may choose the competitors and the dimensions for your map. See Exhibit 8.3 on page 151 for an example. How you create your map is up to you - you can use Word's shapes tools, create it in PowerPoint, or draw it by hand - but please put your image directly into this document.
Write Up 1
For this project, you will do write-up throughout the semester.
You will find an article in a recent edition of Bloomberg Business week. It should be something that you find interesting. Then, you'll analyze the content and put together a short (approximately one page, no more than 2 pages) write-up in which you report your analysis.
Each write-up should include:
Basic information:
• The date of publication
• The title and author of the article
• Page numbers on which the article can be found
• A (brief) summary of the article
Analysis:
• How does this article relate to what we've discussed in class? Why would a marketing professional be interested in the article, and how would they apply it to the marketing decisions they make? Be sure to use course terms. Part of your grade will include how well and correctly you use course terms when discussing your article.
• Why do you think this article was published in this magazine? Consider how it connects to the broader business world. If your major is not marketing, it may be helpful to consider what value someone in your major would get from the article if they were to read it.
Reflection
Use this assignment to reflect upon what you've read and learned over the course of this module. Also use it as an opportunity to ask for clarification on any topics you didn't fully understand, or questions that came up while you were working. Think of it as the participation and discussion you might do in a face-to-face class. I'll clarify things and answer your questions just like I would in class or office hours. Full credit will be given to reflections that seem thought-out and well-considered.
1. First Impressions: List thoughts or ideas that came to mind as you did the work for the week.
2. Key Terms: List words and concepts you felt were important this week.
3. Questions: List any questions that came to mind while you completed the work this week. These questions can be about the content, a topic related to the content, or about assignments or the format of the class.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.