Marketing is that broad area of ​​business activity that directs the flow of services provided by the carrier to the customer in order to satisfy the needs and wants of the customers and to achieve the objectives of the company. Marketing is much more than selling: it involves a number of business activities, including forecasting, market research and analysis, product research and development, pricing and promotion, including advertising . Marketing also involves the financial activities such as credit and collections associated with ticket sales. Marketing is customer oriented… Without marketing and sales, there would be no airlines. (p. 274) The airline exists for the market and marketing exists because of the airline. Without customers and sales there would be no marketing but there would be no customers and sales without marketing. It is a constantly evolving and circular process; one cannot exist without the other. In marketing, there is a mix of types and amounts of controllable variables that a business will use over time. (Wensveen, 2011) The four variables are known as the “Four Ps”. These variables are: 1. Product: The product or service must be developed for the target market. In airlines, the product is not a physical object but a service provided. These services are not limited to but often include: safety, punctuality (on-time arrivals and departures), convenience, on-board services and the carrier's image.2. Price: A price must be set to add value to the consumer but also add revenue to the airline. Costs are considered the most volatile area of ​​the airline industry today; deregulation has forced prices to become the main competitive variable. As in any industry, supply and demand control the pricing elements of the ai...... middle of paper ......sea wants it. (Wensveen, 2011) Allegiant is available by being in the right region. For many Allegiants customers, they are the only option for traveling to popular destinations, such as: Las Vegas, Honolulu and Orlando.Works CitedFast Company (2009, September). Have you heard of Allegiant Air? Why it's the most profitable airline in the country | Fast business | Business + Innovation. Retrieved November 16, 2013 from http://www.fastcompany.com/1325762/heard-allegiant-air-why-its-nations-most-profitable-airlineREBRANDERY (June 6, 2006). How Allegiant Air Travel Created a Brand Strategy Within Its Niche Market | Rebrandery [web journal article]. Retrieved from http://rebrandery.com/2013/06/how-allegiant-air-travel-created-a-branding-strategy-within-their-niche-market/ Wensveen, J. G. (2011). Air transport: a management perspective. England: Ashgate.