SCENARIOS
Continental Lite
In the mid-1990s,Continental Airlines chose to compete head-on with Southwest Airlines by launching Continental Lite,an alternative low-fare commercial airline passenger operation.Top executives at Continental had expected its no-frills operation to break even within a year of its inception,but the airline fell short of the goal.A source close to the company explained it by saying,"Its costs were too high,and its revenues were too low." Some observers criticized Continental's marketing efforts.When the no-frills service was first launched,it lacked a distinct name or identity,missing its chance to make a splash.Then Continental tried to sell three "brands" at once--Lite,a new premium service,and its more traditional long-haul domestic flights.As one rival expressed it,"You cannot be all things to all people."
-Refer to Continental Lite.The airline industry's demand curve slopes downward and to the right.This curve indicates the quantity demanded is increased as:

Question

Quizplus · Accepted Answer

The demand curve for the airline industry slopes downward and to the right, indicating that quantity demanded increases as price decreases. This means that lowering prices could potentially increase demand for the airline's services, which is something that Continental Lite may have overlooked when setting its pricing strategies.

SCENARIOS Continental Lite