Marking 4P-Product Company: Southwest Airlines

by

TABLE OF CONTENTS

Introduction1

Study Background2

Study Area3

Literature Review4

Effective use of marketing mix5

Airline Product Marketing Approach5

Conclusion5

REFERENCES6

Marking 4P-Product Company: Southwest Airlines

Introduction

The channel of distribution consists of three different people: the retailers, interdependent manufactures, and the wholesalers. They are the ones that make the service and/or product available for the customers. Each of the three distributors has to be concerned with the three basic utilities: place, possession, and time. Place involves channel type, kinds of locations and stores, service levels, and managing channels. Where a product is place has everything to do with if the organization will be able to sell the product or service. After the organization figures out the product and where to place the product, the organization looks at the third p, which is promotion (Holmqvist and Pessi 2006 146).

The term 'Marketing Mix' is one of the most widely used concepts in marketing. The marketing mix is also known as the 'four P' that is to say: Product, Price, Place (distribution) and promotion (communication). Marketing Mix is the tool which is available to the company to achieve its objectives with the target market.

The main action variables are divided into the marketing 4P as follows:

Product

Price

Spot (Distribution)

Promotion (Communication)

Quality Features and Options Mark Style Sizes Packaging After-sales service Warranty

Rate Discount Discount Payment Terms Credit Terms

Distribution channels Outlets Catchment areas Stocks and warehouses Assortment Means of transport

Advertising Sales promotion Sales force Direct marketing Public relations

The 4 P presented here correspond to the optical face of the manufacturer to its market. For the customer, marketing efforts must be transmuted into an advantage. The 4 Ps become the 4 C's.

4 P

4 C

Product

---

Customer

Price

---

Cost

Spot

---

Convenience

Promotion

---

Communication

The winning company meets the needs and desires of its customers in an economical, convenient and through effective communication.

Study Background

As American Marketing Association view: “marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange that satisfied individual and organisation goals”. Thus, it is essential for the organizations to get full information about market through market research, as it is the job of market research to provide some or all of this information. Looked at from within a business, such information has three parts. First, there is the market (Demand); second, the firm's own industry or other industries whose product do, or may, compete with it (Supply); third, there is the Government. The Government may be a purchase (part of the market) or it is important because, through tax or other measure, it influences the whole or part of the firm's products, taking in to account competitor and government activities. The essence of the marketing concept and market orientation are captured in an external focus. A number of marketing writes have created their own spin on this external view by proposing that a foundation step for marketing strategy should be STP: Segmentation, Targeting, and Positioning.

The size and variety of the new product development (NPD) literature have prompted numerous researchers to review and organize the research. The different approaches and foci of those review articles give insight into streams that exist within the NPD literature. First, an article by Bryson (2004) covers empirical studies from the ...