By Philippe Malaval
This e-book provides an total photo of either B2B and B2C advertising thoughts, suggestions and instruments, within the aeronautics area. this can be a major replace to an prior publication effectively released within the nineties which was once published in Europe, China, and the united states. It addresses the newest traits similar to Social advertising and the net, buyer 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 elements providers, airplane developers, airways, helicopter brands, aeronautics provider companies, airports, defence and army businesses, and commercial integrators (tier-1, tier-2). This ebook is designed as a prepared reference for execs and graduates from either Engineering and enterprise Schools.
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Extra resources for Aerospace Marketing Management: A Handbook for the Entire Value Chain
3 Personal Factors The particular characteristics of the individual such as age, family situation, profession or personality also influence buying decisions. • Age is an important criteria influencing customer behavior, regardless of the country. As a general rule, companies must adapt their products and services to evolving demand, especially when this evolution arises from a change in the population structure. 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.
3). 15 It can be used by companies offering something unique, nonrepetitive and complex. With very sophisticated know-how and high financial stakes, project marketing needs to be specially adapted. For example, the buying procedures are generally pre-defined, by putting out to tender and selecting on the basis of the best or the lowest bid. The marketing strategy consists of creating a relationship upstream of the business in order to be able to advise the customer 14 15 See Chap. 7, Marketing of Services.
1 The Distinction Between Product Marketing and Service Marketing Marketing was initially developed in the 1950s around consumer goods for the general public. Little by little, companies in the service sector tried to apply the same rules and techniques. 14 In the 1970s marketing split into product marketing and service marketing. 2 The Distinction Between Consumer Goods Marketing and Business to Business Marketing The need to put the focus on the interests of the customer has opened up wide perspectives for marketing in technological companies from sectors as different as automotive parts, electronics, aeronautics and space, etc.