Case Study: JetBlue: Delighting Customers and Bringing Humanity Back to Air Travel
Marketing Concept/Orientation: Four Parts
- Well-defined target market
- Customer orientation focus on customer needs and wants
- Marketing activities and customer focus must be integrated throughout the organization and not just in marketing function
- Long-run profit maximization is achieved through customer satisfaction
- Tasks?
-Problems?
- Using the four parts of the Marketing Concept, provide evidence that Jet Blue is following a marketing orientation.
- How do they deliver customer value? How do they engage customers?
- How would you contrast Jet Blues orientation with the orientation of most airlines?
- Should every company use a marketing orientation? In what situations do the other orientations make sense?
- With increased competition today, how can Jet Blue continue to be competitive?