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<\/p>\nOne of the four P\u2019s of the marketing mix is Pricing, which deals with how much a consumer is willing to pay for a product or service (supply and demand). It has an enormous effect on the consumer\u2019s perception of the attractiveness of the product. Consumer surplus can be extracted and turned into extra revenue when businesses price discriminate (charge different prices to different consumers).<\/p>\n
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Airlines do just that when they \u201cget personal\u201d with their flight prices, as this article<\/a> states. How they decide who gets charged what is astonishing and it would vary from \u201chow regularly they fly, where they live and the kind of trip they are taking.\u201d Delta Airlines would be an example of an airline that would overcharge frequent fliers. Their defense to such biased pricing is so that they can \u201cbetter tailor their services to the needs of their customers.\u201d Even so, they know what they\u2019re doing.<\/p>\n Since it\u2019s almost Spring Break, airlines know that the demand to just get away from it all will increase, so they\u2019ll be willing to spend a bit more. \u201cAirfare for spring break is up almost double digits from last year<\/a>\u201d\u00a0 Have no fear, however, because the article also mentions how you\u2019ll be able to find a few bargain destinations, including Hawaii, which has dropped between 1 and 4% since last year. This just goes to show that pricing is an extremely complicated marketing mix factor. However, you can be sure that there is a reason behind every price tag.<\/p>\n Picture sources:<\/p>\n![\"\"](\"https:\/\/blogs.ubc.ca\/megcomm\/files\/2013\/03\/imagesCAPZKFVG1.jpg\")
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