7. Under the consumer-oriented marketing concept of the 1970s and 1980s, market research has played an important role. Why? What is meant by market segments and target marketing? How can an airline market be segmented? (Hint: Consider trip purpose.) Give some examples of segmented business-travel markets.

What methods are generally used by the carriers to penetrate existing markets more deeply? Give some examples of in-flight and ground-product development.