Marketing strategies - case study (2)

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Ryanair has grown quickly in the budget airline market. Although highly successful, Ryanair is perceived to be highly aggressive in its strategy and marketing and has been criticised by consumer groups for its pricing policies, which they argue are less than transparent.

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Read the following articles about Ryanair

Ryanair's Marketing Mix
Ryanair's Marketing Techniques: Genius or Madness?
OFT accuses Ryanair of 'taunting customers' over extra £5 charge

(you can do this in the window below or follow the previous link to read the article in a separate window) and then consider answers to the questions below.

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Question 1

Describe the difference between market and product orientation.

Question 2

Explain the key elements of Ryanair's marketing approach.

Question 3

Examine how appropriate Ryannair's marketing objectives are in achieving the goals of the organisation.

Question 4.

Discuss the ethics of Ryanair's marketing strategy.

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