Aerospace Marketing Management: Manufacturers · OEM · by Philippe Malaval

By Philippe Malaval

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

-the aeronautics region: components providers, plane brands, and airways,
-the area quarter: providers, integrators, and repair companies.

It offers the necessities of promoting from easy techniques corresponding to segmentation, positioning and the promoting plan, to the product coverage, pricing, distribution and verbal exchange. This booklet additionally contains particular chapters on venture advertising, model coverage, gaining loyalty via upkeep and coaching, reimbursement, and alliance thoughts. the several chapters exhibit the recent adjustments because of net:

-e-procurement for the acquisition procedure,
-interactive verbal exchange with web content,
-e-ticketing for the airways to arrive ultimate shoppers.

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

Example text

When a new type of product or service appears psychosocial factors play an important role. For example the choice of a new holiday destination will influence the other members of the group. Among the groups which influence the individual, the family usually plays the most important role. ) and marriages. THE CHILD AS INFLUENCER Parents' buying decisions concerning goods or services for tbe family can be influenced by the children. ) but tbe latter can also influence what tbe adults buy for themselves.

An analysis of this age group dispels certain home truths: in fact, older people are often favorably disposed towards new consumer products and services. They are less and less conservative, have a stable income and merit a separate marketing approach. On the other hand while people may be living longer, there is no getting around the fact that certain capacities diminish such as visual and auditory acuity or precision of gestures. Therefore senior marketing must allow for certain rational expectations (documents written with a larger typeface, messages which are loud enough, ergonomics of vehicle seats, ease of movement) and certain irrational ones such as receiving special attention, respect for elders, sometimes dealing with somebody who is in the same age group.

It should be noted that the brand concept can modify perception of a product category, even if this does not necessarily seem logical. An individual could have a negative perception of civil aircraft with less than 30 seats but a positive perception of the Crossair company. As a function of his preconceived ideas, an individual will pay more or less attention to the messages put out by the company. For example a Muslim consumer will be much more likely to be motivated by respect for rituals concerning his food and will carefully verify whether there are alcohol or pork in ready-made dishes.

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