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a) How can AirAsia avoid marketing myopia? (6 marks) b) Services are characterised by FOUR (4) key characteristics. Each characteristic has problems and marketing

a) How can AirAsia avoid marketing myopia? (6 marks) b) Services are characterised by FOUR (4) key characteristics. Each characteristic has problems and marketing requirements. Discuss these characteristics with reference to AirAsia. How would AirAsia address these characteristics to improve perceived service quality? Provide suitable examples. (16 marks) c) Explain how AirAsia employs market segmentation and positions itself, with reference to other competitive brands. (8 marks)

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