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 uses information gathered from consumer searches on its website to better understand the behavior of its consumers.This kind of data collection and analysis is an example of ________.
A) consumer research
B) building customer trust
C) broadcasting
D) organizational consumption
E) customer value

Question

Quizplus · Accepted Answer

Transatlantic uses consumer research to gather and analyze data on customer behavior, preferences, and purchasing habits. This allows them to tailor their promotional offers and perks to specific profitable customers, with the goal of retaining their business and expanding the range of services purchased.

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