Please answer with reference to American airline case study from Harward Business School.

1. What do you think consumers seek in airline travel? [Try to imagine the timing of the case and avoid talking about things going on now!] (10) 2. Assess the old pricing policy. What are the forces that led it to arise? What forms of price segmentation are used? (15+5+5). 3. Assess the new marketing policy. What forms of price segmentation are used? (15+5). 4. If you were advising Crandall, what would you tell him about the key factors critical to the success of American Airlines' Value Pricing in the marketplace? If it fails, what do you think he should do? Are there any market forces pushing for the simplification of pricing structures? (10+5+5)