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Southwest Airlines uses many different methods to generate extensive information about its customer base, and then it uses this information to enhance customer experiences. These activities indicate that all of the following observations but one would be logical. Which observation is the illogical one?

(A) Southwest Airlines operates in a customer-oriented and customer-empowered marketing world.
(B) Southwest Airlines views itself as operating in an evolved market.
(C) Southwest Airlines seeks true relationships with its customers.
(D) Southwest Airlines views itself as operating in a devolving market.

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Answer:

(D) Southwest Airlines views itself as operating in a devolving market.

Explanation:

If Southwest Airlines believes it is operating in a devolving or declining market it will not make efforts to generate customer information with a view to enhancing customer experience.

The actions of Southwest Airlines are consistent with a company in an evolving market where there are new opportunities to expand their customer base and grow returns on investment.

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