Download e-book for kindle: Aerospace Marketing Management: A Handbook for the Entire by Philippe Malaval

By Philippe Malaval

ISBN-10: 331901353X

ISBN-13: 9783319013534

ISBN-10: 3319013548

ISBN-13: 9783319013541

This publication provides an total photograph of either B2B and B2C advertising and marketing innovations, ideas and instruments, within the aeronautics zone. this can be a major replace to an past e-book effectively released within the nineties which was once published in Europe, China, and the united states. It addresses the latest developments similar to Social advertising and the net, shopper Orientation, undertaking advertising and Con present Engineering, Coopetition, and prolonged firm. Aerospace advertising and marketing administration is the 1st advertising and marketing guide richly illustrated with government and specialist inputs in addition to examples from components providers, plane developers, airways, helicopter brands, aeronautics provider companies, airports, defence and army businesses, and business integrators (tier-1, tier-2). This e-book is designed as a prepared reference for execs and graduates from either Engineering and company Schools.

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Additional info for Aerospace Marketing Management: A Handbook for the Entire Value Chain

Sample text

This is well illustrated by the appearance of senior marketing. Senior Marketing " The evolution of the population in developed countries is characterized by a fall in the birth rate and a large increase in life expectancy. Consequently, the over 60’s represent a greater and greater part of the population. This age group often has a good income thanks to advantageous pension schemes and represents an increasing part of a country’s overall purchasing power. An analysis of this age group dispels certain home truths: in fact, older people are often favorably disposed towards new consumer products and services.

7, Marketing of Services. See Chap. 10, Project Marketing. 3 The main differences between consumer goods and B-to-B marketing Product Consumer goods marketing (Very) large number of small Customers (consumers) Mass production Demand Variable, heterogeneous Main media TV, posters, radio, national press Direct marketing Passive Buying process usually individual Usually by category of product Seivice marketing and sales, Separate Global by segment Development of one to one Frequent for communication Variable for sales (e-commerce) Target Customer Marketing organization Type of approach Use of Internet Business to business marketing (Very) small number of large professional customers Limited series production or one offs Derived, specialized, very heterogeneous, demanding Trade shows, trade press, direct marketing Active Group buying Usually by type of market or main customer Integrated service and sales marketing Specific by key accounts, one to one Very frequent, Intranet and Extranet, e-communication, e-commerce and e-partners company on the very definition of specifications.

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. This could be an important selection criteria for an airlines. In addition, a consumer often has preconceived ideas about the different competitor brands. When the consumer’s brand preference is adversely affected by a disappointing experience, “cognitive dissonance” allows him to adapt the company’s message to what he really wants to hear (Fig.

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Aerospace Marketing Management: A Handbook for the Entire Value Chain by Philippe Malaval


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