JetBlue
Questions for Discussion
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?
The needs, want and demands symbolizes the languages of marketing. The needs are the basic human requirement that exist inside the individual. They show the state of human when he is in deprivation. Marketing is not responsible of the creation of needs. However it tries to satisfy human needs by communicating the value of different products or services to the customers. This requirement includes food clothing and shelter. In this case, the customers need is to have a safety and happy experience when they travel in the airline company. Therefore, the JetBlue makes sure that every customer should have a great experience when they take its flight. JetBlue differentiate its service by offering high quality with low fare to satisfy all the need of the social classes. These needs that every individual has inside him are influenced by culture and personality in order to form the wants, which means that they are wishes of human being. For instance, the customer need is to take an airplane in order to travel to a far place but the want is to specify the services that the airplane should offer like leather seats, LCD entertainment at every seat and these niceties. Most of the time we found these fine points in the first class but JetBlue offers these niceties in the commercial air travel in order to impress the customer and tries to satisfy their wants. Since not all products satisfy wants but the specific ones. These tangible amenities are easily imitated. Hence, the company real competitive advantage is its culture. The target is to provide the best customer service for every detail in order to differentiate its service from the other services that are offered by the others airline companies. Further, a survey was done to know what the customer wants exactly, and the most popular answers were:
1. Needs
- Food and Beverage is another perk that JetBlue customers enjoy. The airline doesn’t serve meals, but it offers the best selection of free beverages and snacks to be found at 30,000 feet. In addition to the standard soft drinks, juices, and salty snacks, JetBlue flyers enjoy Terra Blues chips, Immaculate Baking’s Chocobillys cookies, and Dunkin’ Donuts coffee. But it isn’t just the selection; it’s the fact that customers don’t feel like they have to beg for a nibble. One customer describes snacking on JetBlue as an “open bar for snacks. They are constantly walking around offering it. I never feel thirsty. I never feel hungry. It’s not ‘Here, have a little sip,’ and ‘Good-bye, that’s all you get.’”
-To sit JetBlue has configured its seats with three more inches of legroom than the average airline seat. That may not sound like much. But those three inches allow six-foot three-inch Arianne Cohen, author of The Tall Book: A Celebration of Life from on High, to stretch out and even cross her legs. If that’s not enough, for as little as $10 per flight, travelers can reserve one of JetBlue’s “Even More Legroom” seats, which offer even more space and a flatter recline position. Add the fact that every JetBlue seat is well padded and covered in leather, and you already have an air travel experience that rivals first-class accommodations (something JetBlue doesn’t offer).
-Security Gone are the days of waiting in long security lines and removing clothing, you busy traveler you! We've teamed up with TSA to make your travel experience even more seamless with TSA Pre, a pre-screening initiative that makes risk assessments on customers prior to their arrival at the TSA checkpoint. The expedited security lane, now available at most domestic JetBlue locations, is for eligible customers traveling from or through a participating airport. TSA Pre allows participating customers to leave their shoes, belt and light outerwear on and, in most cases, keep their laptop computers and 3-1-1 compliant liquids and gels in their carry-on bag. The TSA pre-screening logo can be found on your boarding pass.
2. Wants
- Coffee, juices and snacks for waiting in area the customer don’t want to go purchase since far the airline have to serve thing that to the customer.
-Comfortable sit since when travel far the customer must sit in the airplane a long time the customer want sitting don’t have issue for healthy or physical or body.
-Entertainment when waiting a long time customer want to relax and don’t have boring for waiting.
-Variety of channels for easy to serve to the customer such have many channel to purchase ticket.
-Nice and confortable terminal with more security lanes customer want to safety the life and the threat.
-Free Wi-Fi because nowadays the social network enter to the life more than before result to a people wants using internet for do everything such working, dealing, or chatting and so on so, having Wi-Fi serve to customer free to waiting for travel.
3. Demands
-Legroom and flatter recline position
-Dunkin Donuts coffee
-Leather sits
-LCD entertainment system
-Latest movies and favorite TV show for just $6 dollars. (A terminal with excellent restaurants and stores
-Children’s play zone
-Work place
All of this is demand using for serves to the customer and the airline must have buying or create to the customer.
* First of all people who go to an airline are because they have the need to travel, which the main feature is. Inducing the consumer or person, as their main need.
* JetBlue customers to contract your travel company this time JetBlue, wanted a good service during the flight, as the other American airlines had a basic customer service, which did not feel very comfortable, where they found an airline that will feature an extensive variation of national destinations, also where the client does not feel comfortable with the treatment of the service on board, where he had nowhere to eat, no technology on board, little comfort seats and above very low value of the company to its customers.
* National Flights In United States, apart from being very basic and failing to meet the expectations of consumers and transform routine travel to something kind of awkward for people, also did not have the best rates, and this is what people demand, apart from good service to meet their needs also need to optimize resources.
* The implication for the needs, wants and demands of customers because the bad services of the other airlines it provoked that JetBlue was renewing all his ideology and it will begin to be employed at his culture focusing especially in the complete satisfaction of the client with the airline, for it, it sought to fulfill all the needs that had the passengers that it was to travel frequently to several destinations, for it JetBlue devoted himself to open new ports of destination to this way cover more places of the country and to be able to be competitive in a national level.
2. Describe in detail all the facets of JetBlue’s product. What is being exchanged in a JetBlue transaction?
JetBlue is focusing on the aspect of Market Offerings, products, services, and experiences, because ideology is based on a comprehensive travel service to the customer in all possible ways, from punctuality, comfort and resources.
This company is based mostly on culture instilled in each of its employees, the most important thing for them is that their customers feel good while they´re traveling with JetBlue that your experience is unique, wanting to go back, speak well of the company, make them feel part of it, in order to better understand what the customer orders every day, so you can be more complete and better competition to the other airlines in the market.
Your product is very comprehensive because their planes are new and equipped with all the technology on board, in order to provide good customer service and a great experience to be carried on board.
JetBlue also focused on the aspect of Customer Value and Satisfaction because the most important thing for the company is that the customer comes back, that the customer is happy with JetBlue, which makes for JetBlue value to the customer is the most important thing, If the client works out happy and returns it will be the success for the company. For the same thing also this company seeking always to
Find the way to help to solve the problems of the consumers satisfying them of any way.
3. Which of the five marketing management concepts best applies to JetBlue?
There are different concepts that guide sellers to conduct their marketing activities. For example sellers can only focus on production and try to reduce their cost of production, or focus on improving the quality of product. Similarly they can pay more attention to selling and promotion. In this way different concepts have evolved to help the organizations in managing their marketing activities. These concepts are: production, product, selling, marketing, and societal marketing. The explanation of these concepts is given below.
Production Concept
Production concept refers to the philosophy that supply creates its own demand. It means that the sale will increase automatically with the increase in production and distribution facilities. This is one of the oldest concepts and works only in few situations. For example if the management is trying to reduce the cost of production then it can do so by increasing the production. With the increase in production, economies of scale takes place and the cost of production reduces, which helps to reduce the prices. Similarly the concept of production is helpful in situation when there is imbalance between demand and supply i.e. demand exceeds supply. Due to higher demand, prices start to increase therefore management can earn higher profits by increasing the production.
Product Concept
Product concept states that the sellers should focus on improvi