Marketing Mix MKT421: Southwest Airlines

1187 WordsApr 21, 20065 Pages
Marketing is a vital part of any business and is an integral component of selling any product. Whether the business is a small mom and pop operation or a world leader, marketing is a part of the business. Because there are many ways to fulfill the needs of the customer, a straight-forward approach is to consider the four "Ps" of the marketing mix. This paper will examine the marketing mix and give examples of the marketing mix as it pertains to Southwest Airlines. The four elements of the marketing mix are product, place, promotion and price. Product is the good or service sold to satisfy a customer's needs. Place involves all of the decisions required to make the product or service available in the target market, or customers, place.…show more content…
These commercials usually have a humorous tone as well as information on the latest special. Southwest latest marketing tool is named "Ding". Ding is a computer program which allows the consumer to be notified of specials. Notifications of the specials occur at various times of the day and may occur multiple times per day. The icon for this is a tail of a Southwest plane and appears in the system tray (lower right hand corner of a computer screen). When the specials arrive the icon changes to a piece of mail over the tail section of the plane and a sound occurs. The sound is the "Ding" tone heard in the Southwest television commercials and in the cabin of the airplane. The consumer can click on the icon to launch the software. The screen appears with the details of the latest special. These specials are market specific and are focused on time availability. The public relations for Southwest speak to the character of the company. Southwest sponsors various charitable events and the employees, including the CEO, volunteer for various events. The charity work Southwest does also aids in the promotion of the company. The consumer may feel the company is good because of its social responsibility. The four elements relate to an organization's marketing strategy. Marketing is just one element of an organizations overall business plan. By understanding the product which the

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