The Persuaders

The documentary "The Persuaders" was extremely useful and gave the class a look into the real world of marketing. I found the most important part was getting feedback or opinions from consumers. Surveying customers and groups of people to meet their needs is vitally important for a company's success. Evaluating customers is useful to a company because:

• it helps the company understanding what the customer wants
• helps to configure the average budget of a consumer
• delivers a product/service that people will actually use or buy

Song Airlines lasted from 2003 until 2006. It was Delta's attempt at a low cost air craft carrier. The company had a specific target audience (young, hip women) and upgraded their flights to be not only entertaining, but comfortable and enjoyable. Song went out and surveyed a variety of consumers, asking about their needs, what they expect out of an air carrier, and what they as a company could do to make them book a flight with Song. The company even went as far as to promote the women's favorite name brand designers.

Delta's investment of a new airline ultimately failed, upping their spending and putting them into debt. Delta wanted to comeback from going bankrupt by merging Song back into their regular flights. Many people have forgotten about Song or have never heard of the airline.

Although surveying the public is one of the most important parts of marketing, it will not guarantee success in business. All business is risky business, but a company must take chances to further expand their success. Delta is still one of the most successful airlines, despite the Son setback. I believe Delta learned from their mistakes, which can be helpful in not only their business, but other businesses as well.