Dog Fight for Business Travellers
Article Abstract:
Two airlines have intensified their campaigns to go after the business traveler segment of the market. Midway out of Chicago has changed its strategy from a discounter to a high class airline at coach prices. Braniff, back in business after two years, is competing with the national carriers with a straight forward campaign. Midway's research showed it that the business traveler appreciated good service and savings in time and money. It also developed the concept of Metro-link. The Metro-link is now offering frequent flyer discounts to induce something akin to brand loyalty in air travel. Braniff's marketing strategy includes a media blitz of newspapers, radio and television. Braniff has so far been matching other airline discounts. It hopes that its appeal to the business traveler will continue to set it apart from the other airlines.
Publication Name: Marketing & Media Decisions
Subject: Business
ISSN: 0195-4296
Year: 1984
User Contributions:
Comment about this article or add new information about this topic:
Do You Know Your Consumers?
Article Abstract:
Marketers are recognizing that consumers have undergone an attitude and life style change. Traditional standards are not held by most Americans. Modern consumers are concerned with themselves and their self reflection in the environment. The income bracket of the mass market is decreasing, as the middle class is facing a lower standard of living. The social structure is changing with an increase in single heads of households. The business sector is evolving into a service economy. Marketers now are emphasizing segmentation of marketing efforts. Consumers are seeking quality and durability in their product choices. The changing consumer market is ripe for new product introductions.
Publication Name: Marketing & Media Decisions
Subject: Business
ISSN: 0195-4296
Year: 1984
User Contributions:
Comment about this article or add new information about this topic:
Kaypro's KO Punch - Price Plus Software
Article Abstract:
The personal computer (PC) market is saturated with companies, and the Japanese are introducing a low cost PC. Kaypro Corporation is a newcomer to the PC market. Kaypro now holds fourth place in the competitive minicomputer market. Currently Kaypro is changing its marketing strategy to ensure its survival of the inevitable market shakeout. The firm originally pushed portability. The new product positioning defines a properly priced PC that comes with almost all the necessary software.
Publication Name: Marketing & Media Decisions
Subject: Business
ISSN: 0195-4296
Year: 1984
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: A serious business. Show how much you care
- Abstracts: A ship for all reasons. Tomorrow's fleet
- Abstracts: Pressure Groups' on the Budget. Furniss v. Dawson - Now the Dust Has Settled
- Abstracts: Trade Issues Put Heat on Reagan. Bulk Mailers Seek Improved Service
- Abstracts: Norwest Coordinates Its Sell to Business. Software Distribution Is Reshaping the Market