British Airways Believes It Is Very Difficult to Differentiate Itself

question 73

Multiple Choice

British Airways believes it is very difficult to differentiate itself from other major airlines on the basis of schedules,routes and price.However,the airline thinks it can be differentiated on the basis of service and has decided to focus much of its effort on image advertising using the theme "The World's Favorite Airline".Which of the following is correct regarding this type of advertising campaign?

• A)This campaign will definitely require a localized approach with different ads for each country.
• B)This campaign could easily be adapted to a global campaign since the focus is on service and image,which are easily understood by airline passengers in all countries.
• C)This campaign will require a localized strategy since perceptions of service will definitely be different among airline passengers in every country.
• D)British Airlines should forget the service campaign and focus on price since international flights are chosen on a price basis.
• E)The campaign will definitely fail as 'service' is intangible.

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Definitions:

Competence

The ability of an individual or organization to perform a task effectively, with the required skills and knowledge.

Goal-Setting Theory

A psychological theory that suggests specific and challenging goals along with appropriate feedback contribute to higher and better task performance.

Rewards

Benefits, either tangible or intangible, given in recognition of one's service, effort, or achievement.

Goal Accomplishment

The achievement of pre-set objectives within a specified time frame.