Airline Marketing and Management

Stephen Shaw is Managing Director of SSA Ltd, UK, a firm specialising in providing courses in marketing and economics to airlines and aerospace firms, located at Chinnor, Oxford, England.

'Overall, with the textual changes made and topics added, Shaw has ensured the latest edition of his book remains one of the leading textbooks on airline management and product planning.' Aerlines, e-zine issue 53

• The Fundamentals -- What is Marketing? -- Definition -- The ‘MarketingMix’ -- Stages in the Application of Marketing Principles to Airline Management -- Benefits of a Marketing-Based Approach Successful Airlines ... -- The Market for Air Transport Services -- What Business Are We In? -- Transportation -- Communication -- Leisure -- Logistics -- Information -- Selling Services -- Who is the ‘Customer’? -- Definitions -- ‘Apparent’ and‘True’ Needs -- Industrial Buying Behaviour -- The ‘Customer ’ in the Business Air Travel Market -- The ‘Customer ’ in the Business Air Travel Market -- The ‘Customer ’ in the Air Freight Market -- Market Segmentation: Air Passenger Market -- The Concept -- Segmentation Variables in the Air Passenger Mark -- Customer Requirements: Business Travel Market -- The Business Travel Market: Demographics and Psychographics -- The Leisure Segment of Demand -- Segmentation of the Air Freight Market -- Differences between the Air Passenger and Air Freight Markets -- Segmentation Variables: Air Freight Market -- Successful Airlines ... -- 3 The Marketing Environment -- The Theoretical Basis: PESTE Analysis -- PESTE Analysis: Political Factors -- Terrorism Fears /Political Instability -- Deregulation and ‘Open Skies’ -- Marketing Policies for a Deregulated Environmen -- Privatisation -- ‘State Aid’ -- Airport Slot Allocation -- PESTE Analysis: Economic Factors -- Economic Growth and the Trade Cycle -- PESTE Analysis: Social Factors -- The Ageing Population -- Changing Family Structures -- Changing Tastes and Fashions in Holidays -- The Uncertain, Deregulated Labour Market -- The Female Business Traveller -- PESTE Analysis: Technological Factors -- Video-Conferencing -- The Internet -- Surface Transport Investment -- New Aircraft Developments -- PESTE Analysis: Environmental Factors -- Climate Change and Global Warming -- Shortages of Infrastructure Capacity -- ‘Tourism Saturation ’ -- Successful Airlines ... -- Airline Business and Marketing Strategies -- Porter’s ‘Five Forces’ and their Application to the Airlim -- Industry -- Rivalry amongst Existing Firms -- Substitution -- New Entry -- Power of Customers -- Power of Suppliers -- ‘Disintermediation ’ -- Strategic Families -- Cost Leadership, Differentiation and Focus: -- The Principles -- Cost Leadership in the Airline Industry: Background -- ‘True Low Cost’: Fundamentals of the Business Model -- ‘Hybrid ’Low-Cost Carrier Models -- Cost Leader Airlines: Current Issues -- Cost Leader Airlines: The Future -- ‘Differentiation ’ in the Airline Industry -- Airline Alliances -- Airline Industry Consolidation: The Latest Developments -- ‘Differentiation’ Airlines: The Future -- The Concept of the ‘Legacy Airline ’ -- ‘LegacyAirlines’: Strategic Options -- ‘Focus’ Strategies -- Types of Focusing in the Airline Industry -- ‘Value Added’Focusing: ‘Integrated Carriers ’ -- ‘Value Added’Focusing: ‘All Business-Class ’Air -- ‘Low Cost’ Focusing: Charter Airlines -- ‘Lost-in-the-Middle ’ -- Airline Business and Marketing Strategies: Common Mis -- Objectives -- Diversification vs Specialisation -- Pace of Expansion -- Competitive Response -- ‘Control’ -- Over-Optimism /Fall-Back Position Successful Airlines ... -- 5 Product Analysis in Airline Marketing -- What is the ‘Product’? -- The Theory of Product Analysis and its Application to the Airline Industry -- The Product Life Cycle -- Product Life Cycles in the Aviation Industry -- Managing a Product Portfolio: The ‘Boston Box ’ -- Balancing Risk and Opportunity: The ‘Ansoff Ma -- Fleet and Schedules-Related Product Features -- Cabin Configuration and Classes of Service -- Network, Frequencies and Timing -- Punctuality -- Customer Service-Related Product Features -- Point-of-Sale Service -- Reservations and Overbooking -- Airport Service -- In-Flight Service -- Controlling Product Quality -- 5.6 The Air Freight Product -- Air Freight Capacity -- Successful Airlines ... -- Pricing and Revenue Management -- Building Blocks in Airline Pricing Policy -- Pricing - A Part of the Marketing Mix -- Deregulation -- Revenue Management Systems -- ‘Willingness-to-Pay’ and ‘Capturing the Value’ -- ‘A La Carte ’Pricing -- ‘Uniform’ and ‘Differential’ Pricing -- The Principles -- Differential Pricing: Arguments in Favour -- Differential Pricing: The Case Against -- The Management of Discount Fares -- Pricing Response and Pricing Initiatives -- The Structure of Air Freight Pricing Successful Airlines . -- Distributing the Product -- Distribution Channel Strategies -- Types of Distribution Channel -- The Concept of ‘Super Profits’ -- The Travel Agency Distribution System -- Advantages and Disadvantages -- Today’s Distribution Channels -- The Future of Distribution -- Global Distribution Systems (GDSs) -- History and Background -- Current Issues -- 10 Airline Selling, Advertising and Promotional Policies -- The Anatomy of a Sale -- The AIDA Model and the SPIN Cycle -- Sales Planning -- The Sales Budget -- The ‘CommunicationsMix’ -- Marketing Communication Techniques -- Sponsorship Policy -- Database Marketing -- Media Relations -- The Field Sales Team -- Airline Advertising -- The Functions of Advertising -- Advertising Decisions -- What are the Features of ‘Good ’Airline j -- Selling in the Air Freight Market -- The Sales Task in the Air Freight Market -- Marketing Communication Methods -- Successful Airlines ... -- 11 The Future of Airline Marketing -- Glossary of Aviation Terms Glossary of Marketing Terms Index