1. Marketing Management July, 2011

4. History In 1971 by Rollin King and Herb Kelleher founded the company with one simple notion “ "If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline." Southwest Airlines commenced Customer Service on June 18, 1971, with three Boeing 737 aircraft serving three Texas cities-Houston, Dallas, and San Antonio and in 1979 flew to all the major cities in Texas. In 1989 - Exceeded the billion-dollar revenue mark and became major airline http://www.southwest.com/html/about-southwest/index.html?int=GFOOTER-ABOUT-ABOUT http://www.blogsouthwest.com/blog/flashback-fridays-southwest-airlines-early-san-antonio-days

7. Mission http://www.southwest.com/html/about-southwest/index.html?int=GFOOTER-ABOUT-MISSION

8. Customer Service http://blog.marketingmetricshandbook.com/2010/02/customer-satisfaction-and-retention/ http://www.southwest.com/html/customer-service/index.html?int=GFOOTER-CUSTOMER-CUSTOMER-SERVICE “ We like to think of ourselves as a Customer Service company that happens to fly airplanes”

9. Customer Service In 2010, Southwest Airlines led the U.S. Department of Transportation Customer Satisfaction ranking. Only 27 customer complaints per 100,000 customer boarded http://www.southwestonereport.com/people_cu.php

12. Products & Services http://www.southwest.com/html/air/corporate-travel.html Allows members to get direct access to the front of ticket counter and security lanes No fee on changing the flight Low cost option allows customers to obtain better boarding position Get priority lane access and priority boarding Allows to check in one stroller, one car seat free of charge, in addition to two free checked bags. At minimum charge provides satellite based internet service

13. Products & Services A forum where you share your stories and travel advice, rate hotel, restaurants and more.. Application for desktop and iPhone, delivers exclusive, limited-time-only airfare deals on select flights Small pets are allowed in flight cabin at $ 75.00 fee Weekly email that provides information on all deals including air, hotel, car rental App for Blackberry and iPhone allows to access same feature as southwest.com Provide customizable leisure vacation packages

17. Southwest Effect http://www.gadling.com/2010/05/21/southwest-airlines-cheap-fares/

18. Brand Loyalty - Low-priced fair - “Southwest Spirit” of Employees - Employees committed to “doing the right thing” - Customer-friendly policies on handling complaints "Our people are our single greatest strength and most enduring long term competitive advantage." Gary Kelly, CEO Southwest Airlines http://www.southwest.com/html/about-southwest/index.html

22. Social Media and Internet Marketing http://swamedia.com/

23. Promotions Rapid Reward program to earn free air ticket Discount on air fare for 10 or more people traveling together Provide customizable leisure vacation packages

24. Ad-Campaigns

25. Online Advertisement DING - Application for Desktop, iPhone and Blackberry that notifies the customer of hot limited-time-only airfare deals on flights Click N Save - Weekly email to Inbox that provides travel deals on Southwest flights, car rentals, hotel offers, cruises and Southwest Vacations

27. Sponsorships http://www.southwest.com/html/southwest-difference/community-involvement/sponsorships.html "Official Airline" Sports Team Sponsorships

28. Sponsorships http://www.southwest.com/html/southwest-difference/community-involvement/sponsorships.html

33. Competitors http://www.hoovers.com/company/Southwest_Airlines_Co/rrykki-1-1njea3.html

37. Resource Citation http://www.southwest.com http://www.southwestvacations.com/generalInformation/aboutUs.aspx http://swamedia.com http://en.wikipedia.org/wiki/Southwest_Airlines http://www.hoovers.com/company/Southwest_Airlines_Co/rrykki-1-1njdap.html http://mobile.southwest.com/ Book – Southwest Airlines by Chris Lauer