Eureka! Institutional Repository

The role of air marketing involves the determination of the composition and hierarchy of the needs of the individual groups of the passenger audience to which the airline is addressed, thus the determination of the quality of the requested of the aviation product. The role of air marketing as an integrated operation consists of a) the determination of the impact of changes in the external and internal environment of the commercial airline on the quantity, quality and Structure of demand and, (b) based on this information and knowing the weaknesses and capabilities of the enterprise, to develop a realistic and effective programme as realistically as possible. This programme should aim at the rapid and successful adaptation of the company's other functions to these changes in the market and the orientation of the operations of the company in the production of the requested quantity, quality and structure Of the aviation product, so that it is related to the cost of production and the selling price, to be competitive (to meet the needs of customers) for the benefit of both the passenger and the business.