Through marketing analytics, which helped Frontier airline understand that a number of travelers would be willing to exchange extra items for a cheaper ticket, the company was able to establish a successful strategy as it generated value for its consumers.
Creating value for its stakeholders is a strategy that companies must pursue to achieve competitiveness in the market.
To achieve value, an organization must satisfy the needs of its customers, through benefits, quality, reliability, price and various psychosocial factors, which a company can discover through marketing analytics.
Therefore, by collecting performance data, an organization can make better decisions, identify consumption patterns and needs, segment its market and be better positioned.
The correct answer is marketing analytics.
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