According to Kotler and Armstrong (2018), marketing is “the process of engaging customers and building profitable customer relationships by creating value for customers and capturing value in return”.
Consider that, at one time, Kodak was considered a market leader in the photography industry capturing 85% of all camera sales (Kotler & Armstrong, 2018). Despite that success, Kodak fell victim to marketing myopia – focusing on a limited product line, rather than underlying customer needs and emerging market dynamics.
*For more on this story, read: Chapter 18, | 18.1 Kodak: The Competitor It Didn’t See Soon Enough (Kotler & Armstrong, 2018).
Discuss
In your initial discussion post, identify and describe a market offering (product, service, or experience) in the aviation industry. Who is the primary target market (recall that a customer may be an individual or business)? What need, want, or demands are fulfilled by the market offering? Does the market offering provide value and customer satisfaction? If not, why not?
