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ticketless travel

Questions

1.a.How is e-ticketing an example of marketing in the digital age, and what particular marketing issues does it pose to airlines and travel agents?

b.Why have European consumers been so slow to adopt e-ticketing, compared to their U.S. or Japanese counterparts? Do you believe the arguments put forward in the case?

c.If IATA's projections for ticketless travel are true, what is likely to happen to traditional European travel agents?

d.Is Lufthansa likely to be one of the European winners in the digital age, or will it be one of the traditional companies that fails to make the transition?

2.What are the major challenges facing marketing today?

3.Discuss the major changes in distribution channels over the past ten years. What are the trends for the future?

4.Assess the advantages and disadvantages of different payment mechanisms over the next ten years.

5.What are the challenges faced in creating global brands?

Solution Preview

1.

a. How is e-ticketing an example of marketing in the digital age, and what particular marketing issues does it pose to airlines and travel agents?

e-ticketing is a secure and cost savvy method. It can reduce booking expenses by eliminating the need for printing and mailing paper documents. It can also eliminate the possibility of critical documents getting lost in the mail or being sent to the wrong address. Thus travel is becoming a more frequently purchased product. Because the details of the reservation are stored in a computer even if the customer loses hardcopy confirmation. However e-ticketing requires a business to regularly keep database Their marketing and sales complexity also increased when e-tickets are interlined and used by different legacy computerized reservation systems of user airlines.

b. Why have European consumers been so slow to adopt e-ticketing, compared to their U.S. or Japanese counterparts? Do you believe the arguments put forward in the case?

In order to adopt e-ticketing, people should get used to doing tasks online. Internet usage in most European countries is less than in U.S or Japan. This slows down the airline
industry's migration towards e-ticketing solution.

c. If ...

Solution Summary

E-ticketing is overviewed.

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