Answer the “Questions for Discussion” using the book, your knowledge and ideas and class material. 1. Give examples of needs, wants, and demands that JetBlue customers demonstrate, differentiating these three concepts. What are the implications of each for JetBlue’s practices? Needs are the basic human requirements; people need food, air, water, clothing, and shelter to survive and also have strong needs for creation (through sexual intercourse), education, and entertainment. Based on the case study some examples of needs use by the JetBlue is good foods and beverage – “open bar for snacks.
They are constantly walking around offering it. I never fell thirsty. I never feel hungry. ” (A customer opinion about is needs satisfaction) Wants is something that you would like to have but it is not essential for living (a good or a service that if you don’t have it, you would still survive). According to the text some customer’s wants using by the company are: comfort such as the implementation of “seats with three more inches of legroom than the average airline seat”, entertainment during the flight “Every seat has its own LCD entertainment system.
And Customers can watch any of 36 channels on DirectTV or listen to 100+ channels on Sirius XM radio, free of charge”. Also they offer additional services for example free WIFI in the terminals and free sending and receiving of e-mails and instant message in the air. Demand is a want for products or services for which you are willing and able to pay. JetBlue offer to its customers a low cost fly including all services and products that can make the fly more enjoyable.
People can satisfy their demands by paying cheap and received what they want to satisfy their demands because they can purchase it. Using a good example is that the company is always offering something to eat or drink during the flight and people already pay for it in the ticket and their consequently their demands are being satisfied. For a better understanding of the different between these three concepts is having in mind that everyone need something, but they may want different things to fulfill the same needs.
However, wants are just feelings; you must have capital (money) to turn those wants into demands. 2. Describe in detail all the facets of JetBlue’s product. What is being exchanged in a JetBlue transaction? JetBlue’s product can be considered innovate in terms some of their products are unique and new. They exchanged new experience among their flights and the relationship with their customer’s. They adapt their products with the customer’s wants and demands, this means that their products exceptionally implement to make customers happy but also to distinguish them for the competitors.
For example the new seats or the foods and beverage that are full time serve to the customer’s. Another exchanged is customer’s feed-back and the improvement of their services by having a strategy to become more popular. 3. Which of the five marketing management concepts best applies to JetBlue? (see book) According to the book the five marketing management concepts are: production, product, selling, marketing and societal marketing concept. JetBlue is related to three types of the management concepts in my personal understand, they are: product and marketing.
First of all, in product concepts the company focuses on offer the best to fulfill their customer’s expectation “holds that consumers will favor products that offer the most in quality, performance, and innovative features. Under this concept, marketing strategy focuses on making continuous product improvements. ” Secondly, we have the marketing concept that is basically offering the correct product to their customer’s “The job is not to find the right customers for your product but to find the right products for your customers. In my opinion, I believe that the one that best applies to JetBlue is the product because they are committed to offer to their customer’s what the competition doesn’t have and with good quality. 4. What value does JetBlue create for its customers? The value that JetBlue create for its customers is proven that an airline can deliver low fares, excellent service and steady profits. 5. Is JetBlue likely to continue being successful in building customer relationships?
Why or why not? Yes. The company is always trying to improve their business by offering new products to customer’s satisfaction and give to them the best service that an airline can offer. Also, they carry about what their customer’s think about them and if they are giving positive feedback about their experience with JetBlue. Therefore, they are always implementing new products and services to increase customer’s satisfaction and comfort during the flight.