AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site 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,Transatlantic Airlines identifies the most profitable customers and offers them specific incentives,a practice known as ________.
A) social marketing
B) customer profitability-focused marketing
C) market targeting
D) market segmentation
E) product positioning

Question

Quizplus · Accepted Answer

The practice of identifying the most profitable customers and offering them specific incentives is known as customer profitability-focused marketing. This involves analyzing customer data to determine which customers are generating the most profits and targeting them with specific offers to retain their business and encourage them to purchase additional products or services.

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