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Marketing Objectives. An objective = a target What targets do you think Ryan Air set itself when it was set up more than 10 years ago? To offer the cheapest tickets To have more destinations than its competitors To gain customer loyalty

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Marketing objectives l.jpg
Marketing Objectives

  • An objective = a target

  • What targets do you think Ryan Air set itself when it was set up more than 10 years ago?

  • To offer the cheapest tickets

  • To have more destinations than its competitors

  • To gain customer loyalty

  • To ‘steal’ customers from Airlines such as British Airways


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Ryanair – has it been a success story?

  • What they’ve done well…….

  • Any problems recently????????


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Market Segmentation

Cheap

Air travel

In Europe

Business

Travellers

Luxury

Air Travel

World

Wide cheap

travel


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Characteristics of Market Segmentation

  • One segment of a market contains consumers with similar needs and characteristics (I.e. groups)

  • How do businesses divide the segments up?


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Ways of segmenting the market

  • By age

  • By gender

  • By income

  • By Socio economic group

  • Other


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Exercise

  • Chose 2 from the list of the following products or services and identify some different segments (give the characteristics of the buyers):

  • Newspapers and/or magazines

  • Holidays

  • Cars

  • Sports and Leisure activities