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TABLE OF CONTENTS
Introduction .......................................................................................................................................................... 1
2.2
2.3
Demand Strategies............................................................................................................................ 49
2.2.1 What are the Options? ......................................................................................................... 49
2.2.2 Improving Efficiency ............................................................................................................. 50
2.2.3 Adjusting Marketing Variables.............................................................................................. 50
2.2.3.1 Price ..................................................................................................................... 50
2.2.3.2 Product................................................................................................................. 51
2.2.3.3 Place .................................................................................................................... 52
2.2.3.4 Promotion............................................................................................................. 52
2.2.4 Managing Demand in a Competitive Market........................................................................ 52
Forecasting Demand in the Airline Industry ...................................................................................... 58
2.3.1 Importance of Forecasting Demand..................................................................................... 59
2.3.2 Forecasting Demand Based on History ............................................................................... 59
2.3.3 The Revenue Analyst........................................................................................................... 61
2.3.4 Computerised Revenue Management Systems .................................................................. 62
2.3.5 Best Practices ...................................................................................................................... 63
ii
4.3
iii
iv
vi