a) Marketing concept

Deutsche Lufthansa is the flag carrier of Germany and the largest airline in Europe in terms of overall passengers carried. The name of the company is derived from Luft (the German word for "air"), and Hansa (after Hanseatic League, the powerful medieval trading group).

The airline is the world's fifth-largest airline in terms of overall passengers carried, operating services to 18 domestic destinations and 183 international destinations in 78 countries across Africa, Americas, Asia and Europe. Together with its partners Lufthansa services around 410 destinations. With over 722 aircraft it has the third-largest passenger airline fleet in the world when combined with its subsidiaries.

d) Marketin Mix - when marketing its products firms need to create a successful mix of:
· the right product
· sold at the right price
· in the right place
· using the most suitable promotion.

To create the right marketing mix, businesses have to meet the following conditions:
· The product has to have the right features - for example, it must look good and work well.
· The price must be right. Consumer will need to buy in large numbers to produce a healthy profit.
· The goods must be in the right place at the right time. Making sure that the goods arrive when and where they are wanted is an important operation.
· The target group needs to be made aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output.

What are the main elements of the marketing mix of Lufthansa? First of all the product includes providing an excellent airline that is the largest airline in Europe in terms of overall passengers carried. However, there are other ingredients of the product including merchandising such as the sale of shirts, and a range of memorabilia. The product also relates to adverts in television, internet and bilboards. Its products are sold across the globe, through the airline website and a range of other sales media.

e) Principles of customer service
Number 10: Focus – The customer should always be the number one focus of any company. All decisions, services, and products should be based upon satisfying the needs and expectations of the customers.
Number 9: Take Action – The best laid plans will never come to life, without action. If you are going to talk-the-talk, then you must walk-the-walk. When companies, which brag about the importance of customer service[->0], fail to deliver outstanding service, customers and employees lose faith[->1] and trust in them.
Number 8: Create Happy Employees – Your employees’ beliefs, attitudes and behaviors determine the quality of the customer service provided. The quality of customer service will never exceed the quality of the people who provide it. Happy employees create happy customers.
Number 7: Develop Employees – The three key words in employee development are training, training, and training. Teach your employees how to serve the customer, equip them to serve, and then empower[->2] them to serve with excellence.
Number 6: Establish Relationships – Customer loyalty is achieved by having a relationship with your customers. The stronger the relationship, the more loyal your customer becomes. Relationships are built upon trust, communication, and interaction. Every customer interaction is an opportunity to further enhance communication and improve trust.
Number 5: Measure Performance – If you can’t measure it, you can’t manage it. Measuring customer satisfaction, customer feedback, and employee adherence to customer service standards is paramount in delivering exceptional customer service with any degree of consistency. Always inspect what you expect.
Number 4: Build Team Unity - To achieve optimal success everyone must be on the same page, striving for the same goal, aspiring to the same vision, and functioning as a team. Teamwork will always produce greater results, then individuals working alone.
Number 3: Formulate a Plan – Is the care your customers receive by design or by default? Without a crystal clear, well defined, universal set of customer service standards you will leave customer satisfaction up to chance. If you fail to plan, you plan to fail.
Number 2: Commit to Excellence – Customer service is the number one differentiator in today’s competitive marketplace. Having a good product or a low price does not guarantee a competitive advantage or customer loyalty anymore. Commit to installing and fostering a customer-first culture within your company. Serving with excellence is a choice.
And the Number 1 principle all companies need to implement to achieve service excellence is:
Belief – Believe in the power of customer service. Believe in necessity of customer retention. Believe in the relationship between customer loyalty and the growth of your business. Believe that becoming customer-focused not only makes good business sense but it guarantees increased revenue and profit. It has been said,” A belief is not merely an idea the mind possesses, it is an idea that possesses the mind.”
I challenge every company to not only implement these principles, but to have the faith courage, and vision to move beyond providing excellent customer service to building a reputation as a customer service pioneer.
Some companies make things happen
Some companies watch what happens
Some companies wonder what happened
f)
The role of ‘People’ in your chosen company.They prefer good interaction with customers. Good way of treating passengers. They know how handle business class passenger. They are well expertise in handling services in an proper way. There way of welcoming is more attractive and mind bloging. They introduce many new ideology to make service more better and effective. ‘Physical Evidence’ is used by the company to compensate for the intangibility of the service. To ensure that passengers who are not German speakers and who are boarding or transferring at Frankfurt or Munich, can always find their way around the airport quickly, Lufthansa offers the Lufthansa Guide Service as well as the Lufthansa Family Service, which is designed to meet the needs of families travelling together.
Lufthansa Guide Service: we speak your language
Lufthansa offers a Guide Service to international passengers, business travellers, groups and passengers who may, for example, need help finding their way to a connecting flight at the airport or who would like an exclusive passenger chaperone service. They will be met by a special Lufthansa guide directly at their gate or at another rendezvous point and accompanied to their destination - for example, to a connecting flight, train, hotel, shuttle bus or to the airport lounge. Lufthansa guides will always be on hand to answer your questions - and in more than 50 languages.

Lufthansa Family Service: relaxed travel with the whole family
Parents travelling alone with children, in particular, find this a huge help. For example, the guides take them to check-in, where they explain the security regulations, accompany them to their gate and, on landing, to baggage reclaim, but also to restaurants, hotels or car rental companies.They help also older members of the family. If the passenger can only walk slowly, the guides gauge the time needed to change flights or if required, accompany the elderly person to the chemist or to a seat.
g) Aims and Objectives
Plans to change the short-haul seating in the economy cabin were revealed to Business Traveller. Adopt fully flat bed seating on its long-haul business class flights rather than the angled lie-flat version currently in service.

[->0] - http://www.selfgrowth.com/customer_service.html
[->1] - http://www.selfgrowth.com/faith.html
[->2] - http://www.selfgrowth.com/empower.html