An airline which is to apply the principles of marketing successfully needs a thorough knowledge of current and potential markets for its services. This knowledge should encompass an understanding of the businesses in which they participate, and of the market research techniques they must apply in order to gain the knowledge they need about the marketplace. They must be able to identify ‘Customers’ and distinguish them from ‘Consumers’. They must segment their markets. Once they have done so, they need to identify and prioritise the requirements of customers in each of the segments. Finally, and most importantly, they must examine their markets in a dynamic rather than a static sense and anticipate future changes in customer needs.1