Marketing a service poses new challenges to the marketer. In this assignment, pi
ID: 361048 • Letter: M
Question
Marketing a service poses new challenges to the marketer. In this assignment, pick one of the following services: A doctor’s office, an airline, an employment agency, or a bank. First – outline the target market for the organization you selected, based on applicable segmentation characteristics. Justify why you picked these criteria to identify your target market. Then - Discuss the service’s special nature and how you would apply the four service characteristics, outlined in Figure 7.3, to the organization you selected. On your cover page, include your name, date, and the organization you are analyzing. The final product will be a paper that is 2 pages double-spaced, with 2-3 references, APA formatted. Do not count the text as one of your references, although you should list it if you quote from it.
Four characteristics are: Intangibility, inseparability, Variability, Perishability
Explanation / Answer
Service Chosen: Airline
Organization: Etihad Airways
Eithad Airways is originated from Abu Dhabi is one of the most popular airline across the world. It gives access to Europe and Asia and is centrally situated.
Market Segmentation: Within a giving market all the consumers are not same. Therefore a market can further be segmented to smaller groups. Segmentation in a service like airline gives a better understanding of the consumer and their behaviour. Etihad airline focuses mainly on two groups namely, corporate business travellers and price sensitive leisure travellers.
Etihad used psychographic segmentation of the market to get the best result for the company. The main reasons for segmenting the market are
Target: Target audience of the airline is corporate/ Upper middle class population who are ready to spend extra amount of money for comfort and reliability.
Etihad actively targets these customers through active ATL marketing activities. Eithad has been spending a lot of money on the marketing and building its image as a grand airline. In which it has been quite successful.
Airline industry as a service can be looked under the lenses of the four major characteristics of a service:
Intangibility: Intangibility of the service makes it difficult to promote there are main features that is pertaining to these characteristics
Inseparability:
Variability:
Perishability: