Download Aerospace Marketing Management: Manufacturers · OEM · by Philippe Malaval PDF

By Philippe Malaval

Aerospace advertising Management is a advertising guide dedicated to:

-the aeronautics quarter: elements providers, plane brands, and airways,
-the house region: providers, integrators, and repair services.

It provides the necessities of selling from simple techniques corresponding to segmentation, positioning and the promoting plan, to the product coverage, pricing, distribution and communique. This publication additionally contains particular chapters on undertaking advertising, model coverage, gaining loyalty via upkeep and coaching, reimbursement, and alliance ideas. the various chapters convey the hot alterations 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 resources for Aerospace Marketing Management: Manufacturers · OEM · Airlines · Airports · Satellites · Launchers

Sample text

The marketing strategy consists of creating a relationship upstream of the business in order to be able to advise the customer company on the very definition of specifications. ) with companies such as Bouygues or Vinci, as in the consulting sector (management or organizational consulting, service engineering) with companies like Cap Gemini-Ernst&Young, Altran, Peat & Marwick, PricewaterhouseCoopers and KPMG. 12). Consumer Marketing Business to Project Marketing Figure 1-12. The degrees of maturity of marketing relative to domain of application It must be emphasized that the same product can call for project marketing as well as traditional industrial marketing.

It is only after actually buying that the buyer can make a judgment. This will be determined by any eventual difference between what he hoped for and what he actually obtained as regards the different attributes. " Cognitive dissonance" is an individual's capacity to modify his expectations in retrospect in order to reduce this difference, which will in tum allow him to better accept his buying decision. When he is satisfied, he will pass this on to those around him by word of mouth, which remains one of the main communication methods especially in Business to Business marketing.

The customers are in effect already waiting for the new product. Under these conditions, marketing would seem to be of secondary importance if not superfluous among the priorities. This is one of the main reasons why it took a long time for marketing to be integrated into the general policy of aerospace companies. In this way aeronautical companies have for a long time been characterized by the pre-eminence of the product to the detriment of the other marketing variables (distribution, price, communication).

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