AIRLINE MINI CASE: Transatlantic Airlines Flies Between Popular Destinations in the US

question 66

Multiple Choice

AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights.Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing.This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase.Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class.
-In the AIRLINE MINI CASE,Transatlantic uses information gathered from consumer searches on its website to better understand the behavior of its consumers.This kind of data collection and analysis is an example of ________.

• A) consumer research
• B) building customer trust
• C) broadcasting
• D) organizational consumption
• E) customer value

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Definitions:

Axons

Long, slender projections of nerve cells that conduct electrical impulses away from the neuron's cell body to other neurons, muscles, or glands.

Nerve Impulses

Electrical signals that are transmitted along nerve fibers in the nervous system.

Synapse

A junction between two nerve cells, consisting of a minute gap across which impulses pass by diffusion of a neurotransmitter.

Neurotransmitter

Chemical substances in the brain and body that transmit signals from one neuron to another, influencing various functions including mood, appetite, and sleep.