Hello

How does bullet point # 1 answer the first stage of the decision making process? question 1 is to recognize there is a problem `

The four largest U.S. airlines, based on revenue passenger miles, are American Airlines, Delta Airlines, Southwest Airlines, and United Airlines.

Chooseoneof the above airlines and discuss how it would use each of the six purchase-decision stages in the buying process to purchase a new aircraft; bullet points on each stage are fine. Be sure to reflect on how this purchase may allow the airline to better meet the needs of the customer.

Six Purchase Decision Stages (Capone, 2016) for American Airlines:

1. Survey customer values such as internet access, in-flight entertainment, space/comfort, and upgrade options.
2. Determine aircraft features to satisfy customer needs such as WIFI capabilities, screens on seat backs, more legroom, comfortable seats, and first-class option.
3. List what competitors are flying, including ticket cost and customer satisfaction ratings.
4. Choose features that bring the most value to customers while allowing the airline to continue to compete or win over competition.
5. Procurement of new aircraft is timely and costly.American must ensure the upgrades do in fact bring value to the majority of its customer base, as well as customers of its competitors.
6. American can survey customers after their flights about their experience on the new aircraft.Offering incentives would encourage greater data to be collected.This would assist American in determining whether to purchase more aircraft for the same value.

Purchasing an aircraft that better meets the needs of customers, can directly increase customers' perceived value in the airline.If the airline increases certain values for the majority of its customers, sales will be positively affected.Thus, it is important the airline determine the greatest customer values.

Reference:

Capon, N. (2016). Managing marketing in the 21st century (4th ed.). New York, NY: Wessex Press.