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 advertises "a first class experience for every passenger." This is Transatlantic's ________.
A) market segmentation
B) market target
C) product position
D) code of ethics
E) value proposition

Question

Quizplus · Accepted Answer

Transatlantic's statement "a first class experience for every passenger" is their value proposition, which is a promise of the unique benefits and value that customers can expect when purchasing their flight services. It is not market segmentation, market target, product position, or code of ethics.

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