Traditionally, airports trading concept is transferring goods and passengers. Now days, airports have become commercial trading enterprises which offer value proposition to their wide range of customers. Their marketing programs target specific consumer segments to deliver quality service at competitive rates.
Naumann (1995) expresses that marketing activities are focused at the satisfaction of consumers need and wants. Airports of international repute like Auckland International airport should devise their marketing strategies in accordance with the consumers’ expectations. The extended services marketing mix composed of seven P’s of marketing like product, pricing, promotion, placement, people, processes, and physical evidence (Withal & Bitner 2003: 34)
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