2. How might you attract business customers? Would you give them a level of service that is different from families and other consumers who are flying for pleasure?

The airline industry has suff ered recent setbacks, such as the high cost of fuel, that have forced the major carriers to cut back on many of their services. Some airlines, like American and United, have started charging passengers fees for checked baggage. Another, Spirit Air, announced it would also charge for carry-on bags. Most airlines charge for in-fl ight snacks or don’t serve any at all. Airlines have reduced the number of fl ights they operate to certain destinations, packing planes full to overfl owing; and recent restrictions on the use of frequent-fl yer miles make it diffi cult to cash them in. Then there are the record-setting delays and lost luggage claims. All of these factors add up to less-than-enjoyable fl ying experiences for most travelers, many of whom are opting to fi nd other modes of transportation or just staying home.40 Suppose you are a marketer for one of the major airlines. Your company is facing diffi culty providing acceptable service to the passengers on its fl ights, but you need to fi nd a way to emphasize the positive features of your airline’s service.