22 Jan StratSimMarketing Experience

MBAA514 Strategic Marketing Management in Aviation

Module 1 Discussion

Purchase Decision Stages

The four largest U.S. airlines, based on revenue passenger miles, are American Airlines, Delta Airlines, Southwest Airlines, and United Airlines.

Choose one of the above airlines and discuss how it would use each of the six purchase-decision stages in the buying process to purchase a new aircraft; bullet points on each stage are fine. Be sure to reflect on how this purchase may allow the airline to better meet the needs of the customer.

MBAA514 Strategic Marketing Management in Aviation

Module 2 Discussion

Ethics of Market Segmentation

Market segmentation means that offers are tailored to specific target groups. The firm runs into fairness issues if differences in perceived value among offers are minimal compared to price differences.

In versioning, the firm makes a high-quality product, version A, and sets a high price for one market segment. The firm also degrades this product to produce version B. It offers version B for a lower price to a different segment of customers. Is there an ethical issue here?

MBAA514 Strategic Marketing Management in Aviation

Module 3 Discussion

Market Strategy

Think back to your assignment last week on the Business Jet market. Share your findings with your classmate. In particular, be sure to address the market segment you chose as well the apparent strategic objective of each firm (growth and market share, profitability, or cash flow). Be sure to support your choice (briefly).

Your post should demonstrate that you can conduct a scholarly dialogue, and apply one or more concepts from your readings and the video with original analysis and interpretation in an efficient manner. Scholarly dialogue refers to a discussion within the context of the module content that can be justified, based upon critical thought and substantive rationale; the conclusion(s) should naturally follow the thought process.

MBAA514 Strategic Marketing Management in Aviation

Module 4 Discussion

Customer Service

Identify a firm that provided you with a good customer experience. Call the central number and ask for the CEO by name to offer your congratulations on performance.

Share with your classmates the impact this experience has on your feelings about the corporate brand? If you reach the CEO — highly unlikely — pass on your reactions on how you were treated. Were you lost in telephone-answering menus?

MBAA514 Strategic Marketing Management in Aviation

Module 5 Discussion

Advertising

Select one of your favorite advertisements. Describe the message style:

Was it rational — comparative, demonstration, one-sided or two-sided, primacy or recency, refutational?

Was it emotional — celebrity endorsement, fear, humor, storytelling?

Or was it a combination of styles?

MBAA514 Strategic Marketing Management in Aviation

Module 6 Discussion

Sales Efforts

Select any aviation-based company and visit their website. Under Employment or Careers (different sites may list job opportunities differently), find an open sales position.

Share with your classmates at least three skills required for the position. In addition, research to determine at least one other source where the position is currently advertised. Determine if this position is focused more on Personal Selling, Relationship Building, or something else.

MBAA514 Strategic Marketing Management in Aviation

Module 7 Discussion

Retailing

Identify a struggling retailer that is losing market share and facing profit problems. Conduct a cursory SWOT analysis: strengths and weaknesses, opportunities and threats.

In your opinion, will this retailer still be around in five years? Why or why not? Any recommendations?

MBAA514 Strategic Marketing Management in Aviation

Module 8 Discussion

Pricing

After you have watched the videos in Activity 8.1, discuss the following:

Pricing is extremely difficult for companies to get right. Not only does price provide revenue and enable a company to maximize profit, price also reflects the value of the product or service.

Some examples of pricing strategies are:

Premium Pricing: a high price for a product (e.g. Lexus or Ferrari)

Penetration Pricing: a low price to win market position (e.g. Walmart entering a new market)

Economy Pricing: a no-frills low price (e.g. Low-cost carriers)

Bundle Pricing: a combination package of products or services to increase sale or move inventory.

Select a product or service in the aviation industry. What pricing strategy/model is used? In your opinion, is it the correct one? Why or why not?

MBAA514 Strategic Marketing Management in Aviation

Module 9 Discussion

StratSimMarketing Experience

Discuss your experience with the StratSimMarketing simulation:

How did you do?

What were some key strategic moves that led to your success (or failure)

What were some important lessons learned from the experience?

Check back in a few days and comment on at least two of your classmates’ postings. Post your responses and comments in a timely manner in order to offer your classmates sufficient opportunity to respond.

Review the discussion rubric for detailed grading requirements.