Marketing in today's highly specialized market is not only different but
             also difficult from yester years. With the rise of the trend in consumerism
             most companies are realizing the power consumers have over the sellers. To
             satisfy them is difficult as they have high expectations of companies from
             which they purchase their products or services. For this reason, companies
             have also adopted complex marketing strategies to cater to their needs.
             Take for example the aviation industry which is basically a service
             industry; the airlines not only have to be at par with the consumers' needs
             but also understand their future needs. To market their services to these
             consumers therefore means that companies has to be specialized in their
             research on the changing travel trends as well as their social needs. A few
             decades ago, air travel had been dedicated mostly for those individuals who
             were relocating or have a lot of money and time. Today the trend is
             different, in which the consumers merely have to pay a few hundred dollars
             to go great distance and within hours. Thus the aviation in this sense has
             made the access to air travel easy as well as cheap.
            
             In the contemporary society, the need and access to cheap air travel is no
             longer an advantage (E-business Penetrates Global Aviation Markets 2000).
             Instead, with the introduction of the Internet media competitive pricing
             has become one of the main advantage airlines have over their competitors.
             The main objective of any airline is to offer the cheapest fare, with
             convenience of service as well as ease of access and payment for their
             tickets. One such airline under discussion is the Dutch Royal Airline, KLM.
             In the following sections the author focuses on the various marketing
             strategies KLM has adopted to gain a competitive edge over its competitors
             (www.klm.com)
            
             MARKETING TACTICS
             PRODUCT:
             KLM's main product is its travel service. It does not fall under any
             specializ...