By Philippe Malaval
Aerospace advertising and marketing Management is a advertising handbook dedicated to:
-the aeronautics zone: components providers, plane brands, and airways,
-the area quarter: providers, integrators, and repair companies.
-e-procurement for the acquisition process,
-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
It is not obvious that he wants to discover exactly the same type of service from one trip to another, which is why one-to-one marketing should be applied with care. NOTES 1. See Chapter 15, Alliance Strategies. 2. gov. 3. See Sea Launch in Chapter 15, Alliance Strategies. 4. fr. 5. Source: DGAC. Copyright DGAC-Veronique Paul. 6. uk. 7. See Chapter 3, Business Marketing Intelligence. 8. See Chapter 4, Market Segmentation and Positioning. 9. , (1999), Principles ofMarketing, Prentice-Hall, New Jersey.
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. The airline companies endeavor to identify regular customers in order to improve loyalty by offering them personalized services. ). One of the limits of one-to-one 1. Marketing in the Aeronautics and Space Industry 21 marketing comes from the assumption that the customer remains constant in this data base whereas he is in fact free to evolve as much in his tastes as his habits.
While in the former case several people are concerned by the process, in the latter, there is often only one. In a routine buy, the different stages of the process are also reduced to their simplest level which is especially true for frequent purchases of run-of-the-mill services or products. "Psychological buy" "Sociological buy" Asserting the individual's Asserting membership in a personality social group Figure 2-10. ), - on the other, the" psychological" buy, based on the need to assert one's personal identity.
Aerospace Marketing Management: Manufacturers · OEM · Airlines · Airports · Satellites · Launchers by Philippe Malaval