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Delta aims to be the biggest airline in the world and they've got a marketing effort that follows suite. Delta would love to reach the eyes and ears of as many customers as you can. Now an ever growing population uses electronic media devices such as computers, smartphones, and tablets while traveling. Delta VP of advertising, Bob Kupben (2013), also states that "We consider four experiences: in flight, in the airport, on the telephone, and online. But digital has forced its way to all of those... WiFi keeps us connected in flight, our mobile phone gets our boarding pass and gate information, and folks are comparing prices online as they're talking to a broker." (para. 5). It requires more than tech gadgetry, however, to keep a one of the largest client bases in the country. DeltaвЂ™s hands within marketing factors maintains Delta as a pioneer in the airline sector. The important variables which can be manipulated are: Product, Price, Promotion, and Place. When a client purchases a ticket to fly on an airline (the product) they anticipate certain levels of comfort, speed, consistency, and safety. Delta preserves a high degree of customer satisfaction in these areas and has stayed in a top three position for client satisfaction rated by J.D. Power and Associates. The absolute most significant factor for most customers when deciding to travel would be price. Today, Delta is one of the most price competitive airlines in the industry. In order to make ticket costs competitive with its rivals, Delta has discovered ways to market in its largest direct operational costs (gas and labor) and consequently provide savings to customers. Delta was one of the first airlines to purchase a refinery that produces fuel at an internally reduced price. This tactic saves an estimated 300.