Visit the websites of Southwest Airlines, American Airlines, and United Airlines. Select the Investor Relations link and find the most recently filed Annual Report or 10k. Review the general business section found in Item 1 for each company. In comparison to American and United airlines, how does Southwest Airlines’ approach to providing a total product experience capture the marketing framework elements of STP (segmentation, targeting, and positioning) and the 4Ps (product, price, place, and promotion)?
From a management perspective, how can these frameworks be used to guide customers through the three phases of the purchase process for most goods and services?