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Task Three: Budget Airlines



CONTENTS
• Who and what are budget airlines
• Marketing environment
- Micro environment
- Macro environment
• Sources of information
• Segmentation
• Targeting
• Positioning
• Marketing mix – price
• Questions

































Budget Airline Definition

 Budget airlines don’t have free meals and entertainment
• Budget airlines don’t issue tickets
• Budget airlines have only one class – budget class
• Budget airlines use secondary airports to cut the cost
• Budget airlines sell directly to the public – no sale commissions
• Budget airlines promote journey ‘legs’ separately
• Budget airlines don’t reward frequent travellers with air miles



The concept of budget airlines was developed in 1971 by Rollin King and Herb Keller. They set up a ticketless airline, the Southwest Airlines, which offered the lowest possible prices. (1)......

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Approximate Word Count: 2678
Approximate Pages: 11 (250 words per double-spaced page)

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