AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the United States and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made online, and users of the Transatlantic website must register before they search for flights. Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing. This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase. Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class.
-In the AIRLINE MINI CASE, by tracking flight searches and developing services to better meet customers' unfulfilled needs, Transatlantic adheres to the ________.
A) social marketing concept
B) production concept
C) selling concept
D) marketing concept
E) product concept

Question

Quizplus · Accepted Answer

Transatlantic Airlines is focusing on understanding and meeting the needs and wants of its customers by tracking their behavior and preferences, and then tailoring their services and promotional offers accordingly. This approach aligns with the marketing concept, which emphasizes creating value for customers in order to capture value from customers in return.

AIRLINE MINI CASE: Transatlantic Airlines Flies Between Popular Destinations in the United