Southwest Airlines Marketing Practices

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Conclusion

In conclusion, the importance of situation analysis for the future growth of southwest airlines, the company must have a thorough understanding about the internal and external situation which includes the market environment, the capabilities of SWA, and the customers as to satisfying their needs.

In the overall scenario, it shows that southwest as a low cost carrier has the potential of expanding their business outside of America. Moreover, creating strategic alliances with other big foreign airlines will benefit both parties as in technological wise, routes and experiences. In addition, Southwest's current practices and strategies will lead the company to the next extend; to meet their business objectives to increase their.

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Definitions:

- Upmarket: luxurious

- direct distribution channel: producer sells a product directly to a consumer without the help of intermediaries.

- cooperating closely: working close together

- bundled pricing: pricing strategy, where at least two items are sold together in a package

- penetration pricing: pricing strategy, where the company sets lower prices when entering a new area

- broad target market: market with a large number of consumers

- knock-down price: unusually low price that encourages a quick sale

- introductory offer: low price offered when entering a new market or launching a new product

- Segmentation: dividing a market into smaller groups based on different valuables

- Targeting: element of the marketing strategy, how many segments to enter

- Positioning: strategy used to differentiate a product/service from its competitors

- Base variables: main attributes, characteristics

- Geographic variable: dividing the market into different geographical units (nation, states, regions…)

- Demographic variable: dividing the market into smaller groups based on variables like gender, family status, income…

- Psychographic variable: segmentation based on social class, lifestyle, personality

- Behaviouristic variable: analyse buyers based on purchase occasion, user status, loyalty…

- Income bracket: demographic variable, stating the financial status, e.g. 10.000-20.000 USD

- Lifestyle: Psychographic variable, dividing the consumers by their lifestyle (belongers, achievers, integrated)

- Purchase occasion: Behaviouristic variable, showing how often the consumer buys something

- Benefits sought: Behaviouristic variable with a focus on quality, service, economy

- Differentiated target marketing: marketing strategy, when company use different marketing mix for different segments.

- Identification of the competition: classifying competing companies on the market

- Consumer’s perception of the competitor: what is the consumer’s attitude about the competition

- Analysing the consumer’s preference: figure out what the consumer’s desire

- Making and monitoring the position: placing the product/service on the market and audit its position

- Edge of town location: out of the city

- Proved invaluable: verified as immeasurable

Vocabulary:

- Upmarket: igényes, magasan pozicionált

- direct distribution channel: közvetlen értékesítési csatorna

- cooperating closely: szoros együttműködés

- bundled pricing: csomagban értékesített

- penetration pricing: behatoló árképzés

- broad target market: széles célpiac

- knock-down price: akciós ár, szokatlanul alacsony ár

- introductory offer: bevezető ár

- segmentation: szegmentáció, felosztás

- targeting: célzás

- positioning: pozícionálás

- base variables: alapvető változók

- geographic variable: földrajzi ismérv

- demographic variable: demográfiai ismérv

- psychographic variable: érzelmi alapú ismérvek

- behaviouristic variables: magatartás alapú ismérvek

- income bracket: jövedelem osztály

- lifestyle: életstílus

- purchase occasion: vásárlási alkalom

- benefits sought: kívánt előny

- undifferentiated target marketing: célzott marketing

- identification of the competition: versenytárs meghatározása

- consumer’s perception of the competitor: fogyasztói észlelés a versenytársról

- analysing the consumer’s preference: fogyasztói preferencia elemzése

- making and monitoring the position: a piaci pozíció elkészítése és ellenőrzése

- edge of town location: város széli elhelyezkedés