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Southwest Marketing Strategy and Competition

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You will create a thread in response to the provided prompt for each forum. Each thread must be 400–500 words, demonstrate course-related knowledge, and incorporate at least 2 peer-reviewed resources. In addition to the thread, you will reply to at least 2 classmate’s threads. Each reply must be 250–350 words and incorporate at least 1 peer-reviewed resource.

Southwest is known to consumers and competitors as a low-cost carrier that delivers excellent customer service. The airline’s employees enjoy working for Southwest and make it their mission to help the customer enjoy traveling with them. A large part of Southwest’s ability to deliver a unique flying experience is its research and attention to customer feedback. After reading Chapters 5–7 from Babin & Harris, watch the Southwest Airlines video and respond to the following:

  1. How does Southwest’s marketing message perform each of the 4 functions of consumer attitude (utilitarian, knowledge, value-expressive, ego-defensive)?
  2. Explain Southwest’s strategy and positioning in the context of social judgment theory.
  3. What message appeal options are available to marketers desiring to impact consumer beliefs or evaluations?
  4. While they may be effective, not all of these options honor God. Consider Luke 17:1-2 and provide an example of an advertisement you have seen utilizing an appeal that does not appear to honor God. Next, provide an alternative suggestion for how the company could have used a different appeal that aligns with a biblical worldview.
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