Guidebook for Developing General Aviation Airport Business Plans (2012) / Chapter Skim
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Pages 115-122
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From page 115... ...
115 CHAPTER 9 MARKETING 9.1 Introduction 9.2 Five Ps of Marketing 9.3 Airport Branding 9.4 Marketing as a Communication and Implementation Tool 9.5 Designing a Marketing Initiative 9.6 Additional Marketing Resources 9.7 Wrap-Up 9.1 INTRODUCTION In this chapter, the role of marketing will be discussed, an overview of marketing principles will be provided, and the importance of marketing will be examined. Marketing is a communications and implementation tool that can be used to achieve the goals established for the airport.
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From page 116... ...
116 Guidebook for Developing General Aviation Airport Business Plans 9.2 FIVE Ps OF MARKETING The Five Ps, Product, Price, Placement, Promotion, and People, are likely the most widely recognized, proven, and adopted approach to marketing. The Five Ps focus on the customer, or more specifically, on the customer's point of view.
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Marketing 117 Identifying the points of influence is the first step in the development of a marketing initiative. After identifying the points of influence for each target audience and for each of the Five Ps (Product, Price, Placement, Promotion, and People)
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118 Guidebook for Developing General Aviation Airport Business Plans Figure 9-2 illustrates the way an airport's brand is defined, developed, delivered, and nurtured. As indicated, branding is an ongoing effort.
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From page 119... ...
Marketing 119 Another example is based on the objective of increasing fuel flowage fee revenues by 2.5% within 12 months without raising the fuel flowage fee in order to keep the price of fuel at the airport competitive in the marketplace. Based on the findings of the SWOT analysis, suppose the planning team decided to focus on formulating an action plan for increasing transient -- as opposed to based -- aircraft operations with the idea that an increase in transient operations would lead to an increase in fuel volumes and fuel flowage fee revenues.
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From page 120... ...
120 Guidebook for Developing General Aviation Airport Business Plans 9.5 DESIGNING A MARKETING INITIATIVE Based on the Five Ps, the following steps can be used to design a marketing initiative: identify the target audience, craft the message, choose the tactics, and select the tools. Each step is explained in detail in this section.
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Marketing 121 Whatever failures I have known, whatever errors I have committed, whatever follies I have witnessed in private and public life have been the consequence of action without thought. - Bernard M
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From page 122... ...
122 Guidebook for Developing General Aviation Airport Business Plans Funding Contributions Cost Sharing Figure 9-5: Sources of Funding, Contributions, and Cost Sharing for Airport Marketing Initiatives 9.7 WRAP-UP Marketing is an important aspect of an airport business plan. By way of the development process, channels of communication can be established with customers, stakeholders, and the community.
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