Question

Put yourself in the role of advertising manager for JetBlue Airways. Your boss has asked you and your team to plan for advertising Mint, a new premium seating section for JetBlue’s transcontinental flights.

You ask your team to study target market possibilities by looking at the kinds of customers who fly coast to coast. They show you research data about the following customer groups. You have concluded that all but one of these groups represent attractive target markets for advertising the Mint package of special seating and meals, priced higher than other seating on the same flight.
Which of the following groups is not an attractive target market in this situation?

A. Tour groups who like good service, extra space for their carry-on baggage and complimentary drinks and movies during their flight.
B. Vacationing families that put a high priority on the security and comfort of being seated together in a section with onboard meals, plenty of room, and friendly staff attention.
C. Government agency personnel seeking frequent, direct, low-fare flights from East to West coast cities.
D. Executives who are especially interested in working in comfort and quiet, away from crowded seating sections, while in flight.

Answer 1

The government agency personnel seeking frequent, direct, low-fare flights from East to West coast cities are not an attractive target market for advertising the Mint package.

Step-by-step explanation:

In this situation, the group that is not an attractive target market for advertising the Mint package is the government agency personnel seeking frequent, direct, low-fare flights from East to West coast cities (option C).

The Mint package is a premium seating section with special seating and meals priced higher than other seating on the same flight. This offering is targeted towards customers who value luxurious and comfortable travel experiences, and are willing to pay more for it.

While the government agency personnel may be seeking frequent flights at low fares, they may not prioritize the premium features and amenities offered by the Mint package. Therefore, they are not an attractive target market in this situation.