1. Marketing Objectives An objective = a target What targets do you think Ryan Air set itself when it was set up more than 10 years ago? To offer the cheapest tickets To have more destinations than its competitors To gain customer loyalty To steal customers from Airlines such as British Airways

2. Ryanair – has it been a success story? What theyve done well……. Any problems recently????????

3. Market Segmentation Cheap Air travel In Europe Luxury Air Travel Business Travellers World Wide cheap travel

4. Characteristics of Market Segmentation One segment of a market contains consumers with similar needs and characteristics (I.e. groups) How do businesses divide the segments up?

5. Ways of segmenting the market By age By gender By income By Socio economic group Other

6. Exercise Chose 2 from the list of the following products or services and identify some different segments (give the characteristics of the buyers): Newspapers and/or magazines Holidays Cars Sports and Leisure activities