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Word Count: 1,188
Marketing is a vital part of any business and is an integral component of selling any product Whether the business is a small mom and pop operation or a world leader marketing is a part of the business Because there are many ways to fulfill the needs of the customer a straight-forward approach is to consider the four Ps of the marketing mix This paper will examine the marketing mix and give examples of the marketing mix as it pertains to Southwest Airlines The four elements of the marketing mix are product place promotion and price Product is the good or service sold to satisfy a customers needs Place involves all of the decisions required to make the product or service available in the target market or customers place Promotion is the process of informing the target market of the product Finally the fourth element of the marketing mix is price Price setting includes components such as analysis of price setting by the competition as well as analysis regarding acceptance or rejection of prices by the identified market McCarthy and Perreault 2002 pp 48 - 50 The United States airline industry is very competitive Following the attacks on September 11th there have been several airlines that have gone out of business or have filed bankruptcy Southwest Airlines has been able to stay in business and out of bankruptcy Southwest Airlines is the only major airline to be profitable for the past 20 years McCarthy and Perreault 2004 p 7 This is in part to their marketing department Southwest Airlines is an airline with a creative marketing department The airline industry in the United States has seen many changes of the years In the early days of air travel only the wealthy could afford to fly Flying to a destination was a luxury and not a part of everyday life Today there is a wide variety of airlines and appeals to a wide variety of
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