2. Take a look at Figure 2.4, the product-market growth matrix, and the accompanying discussion. How might

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2. Take a look at Figure 2.4, the product-market growth matrix, and the accompanying discussion. How might your chosen airline go about developing some strategies in each of the boxes: penetration, market development, product development, and diversification. (Hint: Remember that airlines are in the business of providing a service. Most likely the strategies you come up with will entail adding new or modified services in their tar- geted markets.)

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Marketing Real People Real Choices

ISBN: 9780132299206

5th Edition

Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

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