Describe the marketing exchange relationship that exists between southwest Airlines and its customers.
A friendly marketing relationship exists between customers and Southwest and they recognize each other as important stakeholders. Indeed, Southwest airlines identify its customers as their priority and all activities directs towards influencing their experience. Through its mission, the company shows a significant recognition of its customers who get freedom to fly. The company helps in building loyalty from customers who feel that the services they receive exceeds the amount their pay. Further, the management provides consistent services, which is different from what competitors give. Irrespective of the season, the company employees are friendly to the customers and this boosts their morale in associating with the airline.
The airline further offers free services to its customers and this indirectly helps in marketing the products. Customers do not pay for their check in bags and this makes the charges for travelling using Southwest Airlines relatively low. Customers do not worry of increasing costs when they carry personal luggage. Irrespective of the number of customer, the employees of Southwest Airlines also recognize customers as important element of their business and do not treat them as luggage. Therefore, customers are able to enjoy travel across different destination and this influences their ability to celebrate with their friends. Actually, customers who travel with the airline are willing to carry direct marketing to their friends about the convenience of the airline. The impact is raising number of customers enabling the airline to make significant number of flights daily.
How does southwest Airlines approach to providing a total product experience capture the marketing framework elements of STP (Segmentation, Targeting and Positioning) and the 4Ps (Product, Price, Place, and Promotion)?
Southwest Airlines has strategically captured a wide market through different strategies such as segmentation. The airlines serve the segment of the market characterized by common people who can only afford to pay fair flight tickets. The airlines identifies that many people in this segment are willing to travel with airlines that are pocket friendly. The airline further targets the customer base through giving different offers such free carriage of small customer loads. The airlines understand that significant number of customers is businesspersons who carry their personal luggage as they travel to different destinations. Additionally, the airline positions itself as a choice for customers who want to experience customized services at a low cost. The airlines achieve this through ensuring that customers receive free nonalcoholic beverages and peanuts as they travel and this boosts their preference for the flight.
Using 4Ps marketing mix, the company is able to provide products that fit the needs of the customers. The airline tailor makes its products to fit the expectations of the customers and this boosts their overall experience. The uniqueness of the services offered makes customers who travel with the airline to develop urge to make a future trip using the same company. Concerning pricing, the airline is pocket friendly and a significant number of people can afford to pay the charges. Further, through provision of additional customer services without pay, customers are able to save on transport costs. Place strategy is also evident with the airline where it connects to a significant number of destinations in America. The strategy allows customers from different parts of America to have a reliable airline that can take them to their preferred destination. The promotion strategy for the company guides the airline to provide truthful information to customers and aim to maximize customer experience. Indeed, satisfaction of customers is important to the company and therefore top management play a significant role in developing advertising messages.
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