Aerospace Marketing Management: Manufacturers · OEM · by Philippe Malaval

By Philippe Malaval

Aerospace advertising Management is a advertising guide dedicated to:

-the aeronautics zone: components providers, plane brands, and airways,
-the house zone: providers, integrators, and repair prone.

It offers the necessities of promoting from easy strategies akin to segmentation, positioning and the selling plan, to the product coverage, pricing, distribution and communique. This ebook additionally comprises particular chapters on venture advertising, model coverage, gaining loyalty via upkeep and coaching, repayment, and alliance innovations. different chapters exhibit the hot adjustments as a result of net:

-e-procurement for the acquisition method,
-interactive communique with web pages,
-e-ticketing for the airways to arrive ultimate shoppers.

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Decisive Attributes Unknown Attributes Figure 2-8. Typology of attributes 7 • Post-purchase behavior. 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.

Uk. 7. See Chapter 3, Business Marketing Intelligence. 8. See Chapter 4, Market Segmentation and Positioning. 9. , (1999), Principles ofMarketing, Prentice-Hall, New Jersey. 10. See Chapter 5, Marketing and Commercial Action Plan. II. See Chapter 4, Market Segmentation and Positioning. 12. See Chapter 7, Marketing of Services. 13. See Chapter 10, Project Marketing. 14. Source: A1catel Space. 15. See Chapter 9, Selecting Distribution Channels and Sales Team Management. K. , (1998), Strategic Issues in European Aerospace, Ashgate.

It should be noted that the buying procedure is only terminated once the product has been delivered and received by the company, checked by the user department and declared to be ready for use. A change in ordering method is obviously possible, but it will involve a re-negotiation of the agreement between the company and its supplier. Information feedback and performance evaluation A complete buying process necessitates a checking phase. It is only by feedback from the working environment that the buying center and especially the buying department, can evaluate whether they have made the right choice.

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