Aerospace Marketing Management: Manufacturers · OEM · by Philippe Malaval

By Philippe Malaval

Aerospace advertising and marketing Management is a advertising handbook dedicated to:

-the aeronautics area: elements providers, plane brands, and airways,
-the house zone: providers, integrators, and repair prone.

It offers the necessities of promoting from simple thoughts corresponding to segmentation, positioning and the promoting plan, to the product coverage, pricing, distribution and conversation. This ebook additionally contains particular chapters on venture advertising, model coverage, gaining loyalty via upkeep and coaching, reimbursement, and alliance innovations. different chapters convey the hot alterations because of net:

-e-procurement for the acquisition method,
-interactive conversation with web pages,
-e-ticketing for the airways to arrive ultimate shoppers.

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Additional info for Aerospace Marketing Management: Manufacturers · OEM · Airlines · Airports · Satellites · Launchers

Example text

However, in Business to Business marketing and Project marketing, one-to-one is in fact quite old since Business to Business is based on a specific approach per key account. Still, one-to-one marketing is a step forward for sales of products or services to private individuals. It can be thought of as a democratization of the made-to-measure concept, which was up to now reserved for personalities and high income customers. In the airline sector, one-to-one applies particularly to passenger transport.

This trend towards" senior marketing" originated in the United States before flourishing in Europe and on the Asian market. At present it is 2. Individual and Organizational Purchase 27 mainly concerned with airline company marketing departments for travel and tour operators for vacations. g. ). During the design phase, this equipment can be integrated to answer the comfort needs of this target population. • The family life cycle is another important explanatory factor in the 'personal' category.

11). Consumer goods marketing Business to business marketing - (Very) large number of small - customers (consumers) - (Very) small number of large professional customers Product - Mass production - Limited series production or one offs Demand - Variable, heterogeneous - Derived, specialized, very heterogeneous, demanding Main media - TV, posters, radio, national press, - direct marketing - Trade shows, trade press, direct marketing Customer - Passive - Buying process usually individual - Active - Group buying - Usually by category of product - Service marketing and sales, - separate - Usually by type of market or main customer - Integrated service and sales marketing - Global by segment - Development of one to one - Specific by key accounts, one to one - Frequent for communication - Variable for sales (e-commerce) - Very frequent, Intranet and Extranet, e-communication, - e-commerce and e-partners Target Marketing organization Type of approach Use of Internet Table 1-11.

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