Principles of Marketing - Case Study #1: Jet Blue
Basic Marketing Concepts – Fong
16/09/13
Company Report: JET BLUE
1. Give examples of need, wants, and demands that Jetblue customers demonstrate, differentiating these three concepts. What are the implications of each for Jetblue’s practices?
Jetblue meets customers physical needs by providing unlimited snacks and beverages during their flights, they even meet their social needs by providing such great customer service that their customers can feel at home, and they even meet their individual needs by providing free wi-fi in the terminals and providing free sending and receiving of emails while on board. The implications of meeting these needs is that Jetblue is truly dedicated to satisfying the customer and meeting all their needs to the best of their abilities, not just some partially.
2. Describe in detail all of the facets of Jetblue’s product. What is being exchanged in a Jetblue transaction?
Jetblue’s product is an all inclusive customer service experience that meets all of their customers’ needs and surpasses their expectations. The product they are given begins with the customer service they receive when booking the ticket, which is distinguished by its low price and continues when they arrive at the termainal. For example JFK’s new J5 terminal offers more than other terminals and has more security lines to improve the customers’ entire experience. On the airplane, superior customer service continues through an effort at humor during the safety lecture, unlimited snacks and drinks, free emailing, and staff that are willing to help anytime with a smile on their faces. Jetblue creates customer-managed relationships.
Value is being exchanged in a Jetblue transaction. Customer satisfaction/value for value from the customers, which in turn becomes profits for the company and due to the relationships they have built creating loyal customers, many of their customers love them and continue to fly Jetblue and recommend Jetblue to their
16/09/13
Company Report: JET BLUE
1. Give examples of need, wants, and demands that Jetblue customers demonstrate, differentiating these three concepts. What are the implications of each for Jetblue’s practices?
Jetblue meets customers physical needs by providing unlimited snacks and beverages during their flights, they even meet their social needs by providing such great customer service that their customers can feel at home, and they even meet their individual needs by providing free wi-fi in the terminals and providing free sending and receiving of emails while on board. The implications of meeting these needs is that Jetblue is truly dedicated to satisfying the customer and meeting all their needs to the best of their abilities, not just some partially.
2. Describe in detail all of the facets of Jetblue’s product. What is being exchanged in a Jetblue transaction?
Jetblue’s product is an all inclusive customer service experience that meets all of their customers’ needs and surpasses their expectations. The product they are given begins with the customer service they receive when booking the ticket, which is distinguished by its low price and continues when they arrive at the termainal. For example JFK’s new J5 terminal offers more than other terminals and has more security lines to improve the customers’ entire experience. On the airplane, superior customer service continues through an effort at humor during the safety lecture, unlimited snacks and drinks, free emailing, and staff that are willing to help anytime with a smile on their faces. Jetblue creates customer-managed relationships.
Value is being exchanged in a Jetblue transaction. Customer satisfaction/value for value from the customers, which in turn becomes profits for the company and due to the relationships they have built creating loyal customers, many of their customers love them and continue to fly Jetblue and recommend Jetblue to their