英语作文006分析和总结.pdfVIP

The Survival of the Fittest The article tells us a story about the prosperity and bankruptcy of a British airline, Laker Airways. Laker had been sticking to its marketing strategy，low fare with few extra services, which had been attracting passengers for a long time during the 1970s. However, it failed to survive the fierce competition in the recession of the early 1980s and eventually declared its bankruptcy. From Laker’s early achievement, we can learn a lot about marketing. The case of Laker illustrates a situation where the low fare concept did work when a product is in the early stage of its life cycle. As we all know, price plays an important role in 4P marketing strategies. While other airlines concentrated on the higher-fare passengers, Laker aimed at the general public rather than the upper class. It spent more effort in cost control and attracted customers by offering low-fare flights. This strategy made it avoid the early fierce competition among all the airlines effectively. It can be seen that targeting a market and developing strategies around it are extremely important in marketing. On the other hand, Laker’s stubborn mind gave rise to its failure. It’s obvious that each transformation of the business philosophy is associated with the rise and fall of an enterprise. As the marketing environment is always changing, customers’ needs are following and changing, too. One of the most important factors in marketing is that the operating philosophy of an enterprise should keep pace with the times. With the purpose of this, enterprises must keep a firm grasp on these changing needs and transform their business philosophy to meet these needs in time. For example, if the mainstream of the business philosophy transform from the selling concept to the r