Principles of Marketing – Case Study #1: 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.
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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 friends and family.
3. Which of the five marketing management concepts best applies to Jetblue?
The Marketing Concept is the marketing management concept that best applies to Jetblue because it is focused on knowing and delivering the needs and wants of the target market and delivering those needs and wants with superior customer satisfaction, which is actually included in their customers wants for an airline experience; comfort and a pleasant trip, rather than a miserable time with hunger pains in an uncomfortable seat with no leg-room. 4. What value does Jetblue create for its customers?
It offers superior customer service that makes its service highly valued by its customers. 5. Is Jetblue likely to continue in being successful in building customer relationships? Why or why not?
Yes, because as long as it continues to meet customer wants and needs with superior customer service and keeps its prices low, its customers will continue to find value in its product/service, meaning they will be dedicated customers and even advocates for Jetblue, which in turn comes to the company in the form of value from its customers that turns into profits for the company.
Maintaining these customer relationships is done through continuing to offer great customer service always, and even making an effort to stay in touch. For example, Jetblue has many followers on twitter. This is customer loyalty, which is one of the most important reasons why they are so successful.