1. Think about what consumers want from online travel services providers. Develop five criteria that you think are key to satisfying customers. Compare and contrast Travelocity.com and two other online travel providers along the criteria you developed. Is Travelocity.com on the right track?

2. How could Travelocity.com take advantage the social influence heuristics discussed in Chapter 13 of the textbook? Develop a new promotional effort that leverages a social influence heuristic for Travelocity.com.

Q110

In the video case, Travelocity.com executives discussed the importance of co-branding with companies like Amazon.com and American Express. Develop a “piggyback” campaign for Travelocity.com that would reach you as a potential customer.