What is customer-perceived value, and what role does it play
in customer satisfaction?
Explain the roles of market segmentation, market targeting,
differentiation, and positioning in implementing each strategy.
What factors are contributing to the intensity of today’s
global competition?
What are the advantages and disadvantages of direct
investment in a foreign market?
Name two foreign markets in which a household appliance
manufacturer would be interested in investing, and two markets in which it
would have no interest in investing.
Compare and contrast core beliefs/values and secondary
beliefs/values. Provide an example of each.
Compare and contrast a company’s microenvironment with a
company’s macroenvironment.
Discuss the strategies used for adapting products to a
global market. Which strategy is best?
Compare and contrast a tariff and a quota.
Discuss how successful airlines acknowledge different
pricing strategies as they relate to the airline’s overall business strategy.
Provide an example(s). If possible exclude Southwest airlines in your
discussion.
Discuss how successful airlines control the use of discount
fares by imposing and enforcing appropriate conditions on these fares, and how
they utilize state-of-the art revenue management systems. Provide an
example(s).
What benefits do airline customers seek when they buy air
travel tickets?
Based on the article and your own knowledge has Southwest
done a better job than competitors of meeting the needs of air travelers?
How has Southwest executed value-based pricing?
