Assignment

Part 1: Review Questions

1. Discuss the differences between the trade, i.e. airlines who buy the airport facilities direct and the general public or travelers who consume the airport product.
2. A common way to segment demand is by airline product type. Assume you were an airport manager. Discuss the following marketing approaches for your airport: full-cost traditional service, a low-cost service, and a charter service for your airport.
3. For airports that attract many business travelers, marketing research related to the size of nearby businesses and any new development can prove very successful to assess future demands. Discuss other marketing research related activities that could help an airport manager in estimating demand.
4. In Chapter 7 of the Graham textbook the concept of "airport groups" is discussed. Explain this concept.

Part 2: Playing the Role of an Airport Manager

On page 251 of the Graham textbook you will find table 7.6. In this table there are several discount marketing schemes. Assume that you are an airport manager for a major domestic or international airport that is not already listed in this table. Devise a discount scheme similar to one that you found in the table and then elaborate on your answer. Integrate the terminology and concepts found in this chapter in your answer.