2.2 – Discussion: Market Research

1a. Superior market knowledge is not only an important source of competitive advantage, but it also results in a higher volume of, and more loyal, happier customers. Do you agree or disagree with this statement? Why or why not? Defend your answer with a unique, real-world example.

1b. Research and discuss the definition of impulse purchasing. How is the concept of impulse buying used in the aviation industry? Provide at least one example.

1c. Do airports need to brand? Or are they merely landlords?  What do you think?  Support your answer with an airport that is either attempting to grow its brand or is just managing its space, maintaining the status quo.

1d. The large hubs of Atlanta, Dallas, Chicago, and others are well known but few have heard of Fort Smith, Florence or Valdosta Regional airports unless they live in the geographic region. Smaller airports are critical connections in commercial airline service but leadership often has the impression they have little influence over airline levels of service. 

Identify a small airport fitting the above criteria and served by only one airline.  Suggest at least two solutions airport management could use to increase service levels by the airline. In other words, how can the airport entice the airline to offer more flights?

As the maximum length of each question/topic or  post should not exceed 200 words, be concise and to the point. As always, cite, in current APA format, any sources you use. The goal in any marketing assignment in this course is to be succinct and to the point. Your posts should be newspaper article length and not magazine feature article length.

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