Introduction
In recent years, a growing economic importance of services especially in western countries could be observed. This increasing importance of the service sector will continue. It is predicted that a positive balance of additional employment in the next years will only be reached in the service sector.
One practical example for the growing importance of services is the European aviation industry. Formerly exclusively dominated by a small number of state-aided airlines, the liberalisation of the industry during the 1990s’ was the starting point for a new era in the aviation industry. The airlines had to face competition and an innovative new sector developed itself to meet the customer needs by offering flights for affordable prices. In 2010 it is expected that the share of low fare air traffic in Europe will reach over 40%. The no-frills-concept of low fare airlines also generated new demand. In 2002 59% of the passengers of low fare airlines would not have travelled by air if the cheap tickets would not have been available.
Goals of this study and Approach
This study will describe the special characteristics of services and the requirements for marketing activities in the service sector compared to other areas. Thereby, special attention will be paid to low fare airlines, which have contributed to the increasing importance of the service sector in general and the aviation service sector in particular due to the reasons already mentioned.
Firstly, the required terms in the context of service marketing will be described and different theoretical approaches will be presented. Several possibilities to define the main terms in the context of this case study will be given. Secondly, the special requirements of service marketing will be shown and compared to the marketing of products. Thirdly, the history and current situation of the low fare airline business will be shown and explained. Afterwards, the special challenges in the marketing of low fare airlines will be discussed. Solutions and possible approaches for a successful marketing of low fare airlines will be presented. The main focus will be on the expansion of the classical marketing mix, i.e. the 3 P people, physical facilities and process management. Finally, a brief outlook will be given which describes possible future developments and highlights several important fields, to which companies should pay attention.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Service Marketing
- Definition and scope
- Service
- Service Marketing
- Targets
- 7 Ps of service marketing
- Other instrumental approaches for service marketing
- Critical appraisal
- Additional 3 Ps for services described on the example of low fare airlines
- Market and market environment in Europe
- Service marketing mix
- Correlation with other components of the marketing mix
- Critical appraisal
- Outlook
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to analyze service marketing, particularly within the context of European low-fare airlines. It explores theoretical aspects of service marketing and applies these concepts to practical examples from the industry.
- Definition and application of service marketing principles.
- Analysis of the "7 Ps" of service marketing within the airline industry.
- Examination of the market and competitive environment of European low-fare airlines.
- Evaluation of the unique marketing challenges presented by service-based industries.
- Assessment of the effectiveness of different marketing strategies used by low-fare airlines.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This introductory chapter sets the stage for the study, outlining the problem statement, research goals, and the chosen approach. It briefly introduces the topic of service marketing in the context of low-fare airlines, highlighting the complexities and unique challenges presented by this sector. The chapter establishes the framework for the subsequent analysis.
Service Marketing: This chapter delves into the theoretical underpinnings of service marketing. It provides a comprehensive definition of service marketing, exploring various perspectives and approaches. The chapter then discusses the characteristics of services, differentiating them from tangible products. A detailed examination of the "7 Ps" of service marketing (product, price, place, promotion, people, physical evidence, and process) forms a core component, analyzing each element in detail and providing illustrative examples. The chapter concludes with a critical assessment of the existing service marketing frameworks.
Additional 3 Ps for services described on the example of low fare airlines: This chapter shifts the focus to practical applications, specifically within the context of European low-fare airlines. It begins by examining the European market for air travel, considering historical developments and the current competitive landscape. A detailed analysis of the service marketing mix of these airlines follows, specifically focusing on the "3 Ps" that extend the traditional 7 Ps framework – People, Physical Facilities, and Process Management – and analyzing their interaction and importance in the context of low-cost airlines. The chapter concludes with an assessment of the presented case studies.
Schlüsselwörter (Keywords)
Service marketing, low-fare airlines, 7 Ps, European market, marketing mix, competitive advantage, service differentiation, customer experience, process management, pricing strategies.
Frequently Asked Questions: A Comprehensive Language Preview of Service Marketing in European Low-Fare Airlines
What is the overall topic of this document?
This document is a comprehensive language preview of a study analyzing service marketing within the context of European low-fare airlines. It covers the table of contents, objectives and key themes, chapter summaries, and keywords.
What are the main objectives of the study?
The study aims to analyze service marketing principles, specifically their application to European low-fare airlines. It examines the "7 Ps" of service marketing within this industry, analyzes the market environment, and assesses the effectiveness of various marketing strategies used by these airlines.
What are the key themes explored in the study?
Key themes include the definition and application of service marketing principles, the analysis of the "7 Ps" (product, price, place, promotion, people, physical evidence, and process) in the airline industry, the examination of the European low-fare airline market and its competitive environment, and the evaluation of marketing challenges specific to service-based industries.
What does the chapter on "Service Marketing" cover?
This chapter provides a theoretical foundation, defining service marketing and differentiating services from tangible products. It delves into the "7 Ps" of service marketing, examining each element in detail with examples, and concludes with a critical assessment of existing frameworks.
What is discussed in the chapter on "Additional 3 Ps for services described on the example of low fare airlines"?
This chapter focuses on practical application. It examines the European air travel market, analyzes the service marketing mix of low-fare airlines (specifically the additional "3 Ps" – People, Physical Facilities, and Process Management), and assesses the interaction and importance of these elements in the context of low-cost airlines.
What are the key takeaways from the chapter summaries?
The introduction sets the stage, the service marketing chapter provides a theoretical foundation, and the chapter on the additional 3 Ps offers a practical application within the European low-fare airline industry, focusing on the market environment and specific marketing strategies.
What are the keywords associated with this study?
Key terms include service marketing, low-fare airlines, 7 Ps, European market, marketing mix, competitive advantage, service differentiation, customer experience, process management, and pricing strategies.
What type of document is this?
This is a language preview providing an overview of the structure and content of a larger academic study on service marketing in the context of European low-fare airlines.
What is the intended audience for this document?
The intended audience is likely academic researchers or students interested in service marketing and the aviation industry. The information is presented in a structured and professional manner, suitable for academic use.
Where can I find the full study?
The provided text is a preview only. The location of the full study is not specified in this preview.
- Quote paper
- Andreas Klein (Author), Kathrin Stiel (Author), Julian Brands (Author), 2006, Marketing for services - theoretical aspects and practical examples from European low fare airlines, Munich, GRIN Verlag, https://www.grin.com/document/69227
