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SCENARIOS Continental Lite

question 136

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SCENARIOS
Continental Lite
In the mid-1990s,Continental Airlines chose to compete head-on with Southwest Airlines by launching Continental Lite,an alternative low-fare commercial airline passenger operation.Top executives at Continental had expected its no-frills operation to break even within a year of its inception,but the airline fell short of the goal.A source close to the company explained it by saying,"Its costs were too high,and its revenues were too low." Some observers criticized Continental's marketing efforts.When the no-frills service was first launched,it lacked a distinct name or identity,missing its chance to make a splash.Then Continental tried to sell three "brands" at once--Lite,a new premium service,and its more traditional long-haul domestic flights.As one rival expressed it,"You cannot be all things to all people."
-Refer to Continental Lite.The statement that Continental Lite had problems because "Its costs were too high,and its revenues were too low," suggests that the airline had no _____ left over after paying for airline activities.

Definitions:

Equal to Price

Equal to price refers to a situation where a particular value, cost, or measure is identical to the price level of a good or service, indicating a direct correlation between the two.

Total Revenue

The total amount of money received by a company from sales of its products or services before any expenses are subtracted.

Total Output

The total quantity of goods or services produced by a firm or economy.

Perfect Competition

A market structure characterized by a large number of small firms, a homogenous product, perfect information, and easy entry and exit, leading to firms being price takers.