THMK Cases study
Needs, Wants, and Demands:
1. Needs:
a. Customers of JetBlue have a fundamental need for air travel to reach
their destinations. This is a basic requirement for transportation.
i. For example, a business traveler needs to attend an important
meeting in another city.
2. Wants:
a. Customers often want more than just transportation. They want
comfort, convenience, and an enjoyable experience during their flight.
i. For instance, a passenger may want more legroom, in-flight
entertainment, or better food options. These “wants” to go
beyond the basic need for travel and are influenced by personal
preferences as well as the capacity to purchase based on their
preferences.
3. Demands:
a. Demands represent the willingness and ability of customers to pay for
a product or service.
i. In JetBlue's case, passengers who are not only in need of
transportation but also want a superior in-flight experience will
choose JetBlue over other airlines. Their demand for JetBlue's
services is driven by their desire for a particular level of service
and value due to their innate service culture.
4. Implications:
a. For JetBlue, understanding these distinctions is crucial. To meet
customer needs, they must provide reliable and safe transportation. To
satisfy wants, they offer amenities like comfortable seats and
entertainment. To meet demands, they need to ensure that their
pricing, service quality, and overall offering align with what customers
are willing to pay for, all while standing out from competition.
Facets of service:
1. Core Service: Transportation from one destination to another.
2. Amenities: More legroom, leather seats, gourmet snacks, in-flight
entertainment, free email access.
3. Customer Service: Friendly and attentive staff, a culture of caring and
passion for customers.
4. Safety and Reliability: Customers expect a safe and on-time flight.
Transaction exchange:
In a JetBlue transaction, customers exchange money for the transportation
service, amenities, and overall experience provided by the airline. They also exchange
their time and trust in JetBlue to get them to their destination safely and comfortably, all
while enjoying the company of such delightful crew of the JetBlue airlines.
Marketing Management Concept
1. The best marketing management concept that applies most to jet blue is the
Marketing concept as evidenced by their philosophy in service, Delighting
Customers Through Happy Jetting. They cater to what the market demands,
all while staying in trend and ahead of their competition with the help of what I
assume as competent internal organization management that the company
entails.
Value Creation for Customers: JetBlue creates value for its customers through:
1.
2.
3.
4.
Enhanced in-flight experience with comfortable seating and entertainment.
Friendly and caring customer service.
Competitive pricing for its services and amenities.
A strong focus on safety and reliability, meeting the fundamental need for
safe travel.
Likelihood of Continued Success in Building Customer Relationships:
JetBlue is likely to continue its success in building customer relationships if it
maintains its customer-centric culture, focuses on employee training and motivation,
and consistently delivers on its promises of comfort, service, and value. However,
success is not guaranteed, as the airline industry is highly competitive, and customer
expectations can evolve. JetBlue will need to adapt to changing customer preferences
and market dynamics while staying true to its core values to maintain and grow its
customer base.