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BE200 – Marketing Management
Tutor Marked Assessment
Fall 2018-2019
Question 1: (25 Marks)
a- Define Marketing environment. (5 Marks)
b-Explain how changes in the demographic, cultural, and economic environments affect united airlines decision. (20 Marks)
Word count: 300 words
Question 2: (35 Marks)
a- Define Market Segmentation, Market Segment, Targeting and positioning. (30 Marks)
b- Explain how united airline use segmentation to grow. (5 Marks)
Word count: 300 words
Question 3: (40 Marks)
a- Define SWOT analysis. (5 Marks)
b-Talk about its components. (20Marks)
With the respect to the article above
c- As a united airlines owner or manager, apply SWOT analysis to your business. (15 Marks)
Word count: 450 words
Read carefully the following instructions and both cases study, and then answer each question in an essay format. To support your analysis use relevant material from BE200 covered so far and other resources such as AOU e-library articles.
For textbook: Principles of Marketing (Arab World Editions) with My Marketing Lab - refer to chapters 1, 2, 3 and 5
United Airlines
Using segmentation to grow a business
United Airlines was formed in 1927 from four airlines - Boeing Airplane Company, National Air Transport, Varney and Pacific Air Transport. From its roots as a USA domestic carrier, United Airlines expanded into international routes to become the world's second largest air carrier. With hubs in Chicago, Denver, Los Angeles, San Francisco, Washington D.C. and key international gateways in Tokyo, London, Frankfurt, Miami and Toronto, United flies to 117 destinations in 26 countries. These schedules are obviously subject to change. United employs more than 80,000 people worldwide and carries more than 210,000 passengers every day. Its customers have access to more than 729 destinations around the world through Star Alliance, the leading global airline network.
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