AWSC 3200 Air Transportation
Air Carrier Marketing
• What is marketing?- is the process of
getting buyers and sellers together in an
specific place (market) in order to
interchange the adequate amount money
(price) for a product (or service) that
satisfies the buyers needs.
• Air carrier marketing -is an organized
system of activities by which the air carrier
are matched with the market of users.
Air Carrier 4 Basic Economic
• Form- producing an air transportation
service which is an available seat.
• Time- Having the services of an available
seat when needed
• Place- having the seat to take the
passenger where they want to go.
• Possession- a system of selling the seat to
the passenger and delivering the desire
4 P’s of Marketing
• Product- the tangible or intangible good to be
• Place- is the place where the buyer and seller
will perform the transaction. It also refer to
reaching the customer.
• Price- establishing a fair and reasonable
economic compensation for the good
• Promotion- is the information transmitted
through communication channel to possible
buyers related to your product
• Is the tangible or intangible (service) good to be
produce and interchange in the market
• Airlines are service business; and services are
highly variable, perishable and intangible.
• 3 additional P’s are involve when marketing a
service: People, Process, and Physical Evidence
• After WWII the design of products have followed
a pooling rather than a pushing technique.
3 Additional P’s
• People- Any person coming into contact with customers can have an impact
on overall satisfaction. Whether as part of a supporting service to a product
or involved in a total service, people are particularly important because, in
the customer's eyes, they are generally inseparable from the total service
• Process- This is the process(es) involved in providing a service and the
behavior of people, which can be crucial to customer satisfaction.
Standardization is a Best Practice
• Physical Evidence- Unlike a product, a service cannot be experienced
before it is delivered, which makes it intangible. This, therefore, means that
potential customers could perceive greater risk when deciding whether to
use a service. To reduce the feeling of risk, thus improving the chance for
success, it is often vital to offer potential customers the chance to see what
a service would be like. This is done by providing physical evidence, such
as case studies, testimonials or demonstrations.
• Supply and demand
• Product Elasticity (demand)
• It most cover at least operating cost
• Airline have mattered Yield Management
• Promotion should be measure against
• The distribution Channel- how to reach
• Sale department in airlines are smaller of
what they use to be
• Travel agencies
• Counters (direct sales)- about 20%
• Customer profiling (intelligence)
• Personal selling
• Directed promotion
• Mass promotion