1. a) What is meant by deliverability of a message position?…
1. a) What is meant by deliverability of a message position? What factors determine it deliverability? Explain each factor. (6 points) b) An airline company’s executives are considering several different positioning ideas for the launch of its new airline service. Some of the ideas that have been suggested include, “superior on-time arrival record”, “lowest fares in the marketplace”, and “friendly customer service”. How deliverable is each of these positioning statements for a new airline service entering a market which has several well established competitors? Please explain your reasoning. In your opinion which of these positioning statements may be most “deliverable” for the new airline? (8 points)