Chapter 10

Question 1

Uncontrollable variables:

Answer 1

Cultural / social differences

Competition

Political / economical environment

Question 2

Consumer oriented marketing:

Answer 2

1. Market Segmentation: dividing potential customers for a product into meaningful consumer groups to ID a target market
   - business, funeral, military
2. Intensive Growth Strategies: concentrated effort to penetrate existing target markets, increase product development, develop new target markets
   - promo fares, customer service

Question 3

What are the 4 Ps of marketing?

Answer 3

1. Place
2. Product
3. Price
4. Promotion

Controllable variables