Comprehension and Discussion Questions. 1. Which two adjectives with opposite meanings are used here to talk about the future?
1. Which two adjectives with opposite meanings are used here to talk about the future?
2. If consumer tastes converge, do they become more similar or less similar?
3. If a prediction is plausible, is it credible?
4. If a forecast is confounded, is it proved right?
5. If a price plummets, does it fall by a small amount?
Text IV. LOWER SALES AND MARKETING COSTS ON THE INTERNET
Lower sales and marketing costs, and increased consumer choice and convenience are driving the Internet’s increased use in travel planning and reservations.
It is cheaper for an airline to process a ticket sale on-line than to use a travel agent or a reservations center. Not only are transaction fees reduced, but savings are also realized when cheaper electronic tickets can be substituted for more expensive paper tickets. Through the use of the Internet and other information technology, airlines expect to be able to significantly cut distribution costs.
At the $12 billion distribution, travel agent commissions, marketing and advertising expenses, labor and other expenses for airline central reservations services are the airline industry’s second largest operating expense.
How a ticket is sold, through an agent or by the airline directly, and whether the ticket is paper or electronic, can mean the difference between paying $8.00 or $1.00 to process a ticket. Airlines are pursing various strategies to drive their distribution costs down: lowering travel agent commissions, selling through the Internet, and promoting electronic ticketing.
Southwest Airlines was the first major U.S. airline to let passengers buy tickets directly on its Internet site in 1996, by-passing the agent and the commission. New Web travel services quickly emerged: on-line travel sites sponsored by airlines themselves, “virtual” travel agents like Microsoft’s Expedia.com and The SABRE Group’s Travelocity.com, and travel agents’ own sites. Whether customers purchase tickets on an airline’s site or through on-line travel agents, the airlines save money since their own travel reservations centers do not have to be involved in the purchase. In addition, the commissions they pay to on-line agents are about half what they pay to traditional agents.
While the airlines’ ability to move customers away from paper tickets to lower-cost electronic tickets does not depend on the Internet, it is proving to be a useful vehicle for accelerating the shift. Some airlines encourage their Internet customers to use electronic tickets by offering frequent-flyer miles for travel booked on-line with an electronic ticket. Because Internet customers reserve their tickets, select seats and give credit card information on-line, getting an electronic ticket rather than a paper one seems natural.
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Airlines also use the Web to generate additional revenues. No matter how precise an airline’s forecasting, seats still go unsold on some flights. Selling airline seats to the highest bidder and offering special “cuberfares” for leisure travel are two techniques made possible by the Internet.
Every Monday or Tuesday, American Airlines look at its yield management results and picks out low-performing markets. Midweek, more than one million “NetSAAver” subscribers receive an e-mail from American Airlines listing special discounted fares for travel in selected markets during the upcoming weekend. The NetSAAver program has generated tens of millions of incremental dollars for the airline since its launch in March 1996.
Vocabulary notes
convenience –удобство
to increase –возрастать, увеличивать
significantly –значительно
expenses –расходы
to pursue –использовать, следовать курсу
to drive down –снижать
to by-pass –обходить
to emerge –появляться
travelocity –скорость путешествия
to purchase –покупать
to involve –участвовать
to accelerate –ускорять
to prove –доказывать, подтверждать
to offer –предлагать
frequent-flyer mile –частые авиа маршруты
to book –заказывать
precise –точный
airline forecasting –заказ на авиабилеты
bigger –покупщик, заказчик
cuberfares– высокая авиа плата
yield –доход, результат
low-performing –малоэффективный
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