please answer the question on page 241 after reading the case study

of the inliny segrmert. (MNSA: Comvinutication. Bo are to ithe ory amemoforn you mate Wicae. Video Case Sprout propstutiog as wel at addtional noqued ithoterial. A thie mits. perretiond eftots ire omared towisd parents an wel as chilitien Ahir wewing the video tone rue Bproit, aneer the following 7-17. Which taget makiting stratigy best descrkes poren ind 24 -hour programming For thin reason, Soroul'e bulle eliforahice weth tritit automers? Company Case Virgin America: Flight Service for the Tech Savvy asch ather uc tor bow price dominance. fint portal. thk ager. Jensca had lust boartod a fight on Vrgin Americk, s segrent of troquent fors who wire young, sawy, intuentiol. tobses aidou, besting all compettion in various industry and the care of then-the Sloon Waloy foction. By providing exNewetca asu reached profitabily faster than aty other airine - sloe of airinecustomers. Vrgin America has been ubbe to charge shophy higher taves and still estableh a growing base of fercely in at of ardom How does a slartup arine break into one of the moet comDette industrics in the wond. notoriokis for bartiors to entry? For Biynt Amenca, the answer is two-told - by putting custamers thit and by forpeting the right customer segmert: Tageting the Right Cistomers the frot stot at sarting an ailine for Rictiard Brayson-loundor when it aurt into service, minimizing the unexpected deloys due Wher Attortic, had beon cussing the pond betweon the Uritid . woomer and more comlortable than averige coach seating. And Sctes and Furcpe since 1984. fur Vogin Armerica would be an ertiey indapendert anterprse. And while Brsison and other appesing purplish gow, ta automatically adiusts to one of 12 ditWrgn Gomp exocutves maken no dry-10-day docisons at Vrgin farert shades bosed on outside light. tis plseses with the latest hardware and sothware. From dicy one. One of Bransoris cone vilues that permates Vegin America . Wrgin was the only domeste carrier to offer fleetwide in-flight 4. bis: The care of your pecple frat and protes will folow. in. Wi-f-a distenction that it maintains to thia diey, even as it has 240 PAPT 3 | besigning a Cuatonter value-Driven Serategy and Mx. ensure the fattest in.tght apeods whellele. Eveny gout has its own power a dilet, USB pol, ard pectol. ermtarmedt and nismution spiem in US. shes. Vergn Arwicals poovioary Red enten alows each guas to chos. Aad Gn-dertand moves. TN programe. mithc, of ioeo gamet google Who dons pstons 10 tock ther figr on has astomers, and of Ine basod in sloon Valey Not only in the compary constintly . Playing the foaturas and amenities game is aiso problemaife Cowert, Wrgh Amencais chiot marketing offces. To remain competitive as it moves into the future. Vhyn Taib VX Nme, foc oumpe-a grove of 30 or so trequent f5- America recently snnounced that it has agreed to be acoukyd wi who act a5 a ban that for Wign Americk, peneraing deas by Alaska Airines-another small West Coast-based arire la te compary at no chege. Arong other wreing ionats, this ionown for its high level of service and customer loyalty. Wof goup wat nserumenta in dowologing the company's recent in. more than 1,200 daily fights and 280 aircraft, the combined ar. semactive oromotonal carpougn, At the conter of the carpsign is . Ine wil provide much stronger competition on the West Coxct, a liok cinernatic site the provides vowers wit a vinua tour of ewen with the largest aiflines. This should be a boon for custom: an tounders and CEOs of corranes such as Pandora, Git, and options in the past. Pitrtork. As per of the tour, vithors to the site disoover that But with such a strong and unique positioning targeted toseverw of the passengens onboard sre Vegin Arneica frequent ward a specific segment of the industry, many are wondering Wbutons to the antire's services wath things such as curating America's style and quality of service. After all, if "hip" best dementa in ceating the company'e latedt satety voco. When the- as "practical." "My hope is that Alaska goes in with an open company ctated operatons, it dolbhted customers wath a salety . Mind and that they leam some things," says one travel indusiry vidoo ike none oeher - ay anmated short featurng a tochie fun. analyst. "T's not hip, it's not sexy. but Alaska has a lot going and a muridor with his bul. Aosted onime as wel, the video for it." miched up milions of viowe and oemented Vrpin America'g m. The deal is still sibject to approval by regulators, and airline. age as a compony that could fnd cruative allematives to just. mergers can take years to complote. But one thing is for sure. saabetts. That inoge hos carred cver to Vrgn Amereaks now toe record, it's taking on an unusually profitable airline. Vegin ward-cins chowographers tha too. Holimood drector and America achieved an annual proft after just six years. Fying in Can Dance aume, wo former Oympiens, and ono A You Think You. upyward of sheptics, the brash young airline continued on its fraist. Dooufing in Times Square and gatting plenty ot ociversiof of the two yelory by posting strong increases in profits in each from the prest, the new safety witio rasked up 6 milion veres in. achieved $20. minco. For the most recent yelar, Virgin America less than two wetios. Abowe the Clouds mation in proft on $1.5 bition in revenues - 139 loe a young ariline, The compent year belore and the highest over the new Vroin Americe IPO in history. Thecently went public in the the lech covery customentinue to do we question America's it this. Whas done in the Questions for Discussion 7.19 Using the full spectrum of segmentation variables, describe how Virgin America segments and targets the nytimes.com/2016/04/12/business/virgin-america-fansaskif-alaskaQurlines-takoovor-will-mean-toss-otcoothtrrt; Metarie Hanns, "Airline 7.20WhichmarkettargetingstrategyisVirginAmericafol-bwing?Justifyyouranswer.QualityRating:2015,"Embry-RiddloNewarroom,April4,2016,www.news.2015;Lauren-news/airline-quality-rating-report-reveal-top-carriers- America," Fast Company, March, 2015, pp. 135-137; Matt Fichtel, continue to appeal to the same types of customers? usatoday com/story/money/2015/02/18/virgin-america-poste-rocord profit/23608205/; and information from www. virginamerica.com/cms/ Why or why not? about-our-airline/corporate-facts.html and www.virginamerica.comv/cms/ newe/virgin-america-merger-with-ahaska-airlines, accessed June 2016. MyLab Marketing Go to mymktlab.com for the following Assisted-graded writing questions: 1.23 Describe how marketers segment international markets. What is intermarket segmentation? 7.24 Describe how marketers manage service differentiation, other than through pricing, and describe an example of a service provider that has successfully differentiated its offering from competitors