Marketing Management

Paper Summary:

This paper describes the airlines industry. The paper discusses marketing tools such as market demand, market potential, sales forecasting, diversification and expansion. The paper reviews concepts of population growth and the use of Ansoff's model for predicting growth.

From the Paper:

"According to Sandra Arnoult in "Air Transport World", at a recent meeting of the European Regions Airlines Association in Vienna, the attendees expressed optimism about the future of European Airlines. Guest speakers suggested that airlines should be pleased with the progress already made. Arnoult lists the following facts as contributing to increased efficiencies. More passengers are traveling on fewer flights. Airlines have reduced operating costs and improved efficiencies by cutting less profitable routes and concentrating on more profitable routes. The industry is leaner and mergers have ..."

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