By Sonja Sulzmaier
Pushed through quickly altering company environments and extra difficult shoppers, many companies are seeking new how you can in achieving and preserve a aggressive virtue. during this context, new strategic frameworks and marketplace reserach designs are wanted that permit managers to synchronize the evolution of latest choices with adjustments in motivational styles of shoppers. This ebook provides a brand new strategic framework and the corresponding marketplace reserach layout that have already been established effectively by way of a wide empirical examine at Munich airport.The framework has supplied massive enter for brand spanking new delivering layout and, hence, the enterprise redecorate of companies assembly destiny necessities of customers.
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105 On the other hand they are very important and efficient tools for gathering infonnation for market research and building up a database. 107 Some fInns have already established sophisticated databases to track transactions and any other customer-specific variables. By using new ICT in interface design new offering design options are generated and these ICT-supported interfaces at the same time provide possibilities for market research. This infonnation can support the consumer-orientated design of offerings, the selection and prioritization of customers, the intense interaction, and the active management of customer relations.
163ff. See Kanoysky 1997 49 new offerings emerging in overlapping areas are theme gastronomy offerings (catering and entertainment), food markets (catering and retailing) and festival retail (retailing and entertainment).
These other possible segmentation criteria should be considered systematically when carrying out market research. They may provide a basis for post hoc segmentation. A priori sub-segments chosen for the empirical project are business travelers, private travelers and transfer passengers. Persons picking someone up/bringing someone Persons picking up or bringing someone can also be an interesting consumer group for the airport. e. the passengers. 156 Some airports provide specific offerings to persons who are bringing someone like the "Kiss'n'Fly" road access of the terminal 5 at Chicago 0' Hare airport.