Marketing Flashcards
Often, airport tenants will expect to __________ market their products or services with the __________ or other stakeholders.
jointly / airport
How is marketing defined?
Planning, pricing, promoting, and distributing goods or services to consumers.
What six things must an airport consider prior to engaging in a marketing campaign?
- What is to be marketed and to which segments?
- How much marketing is expected of tenants?
- Should an airport, as a public entity, even do marketing?
- How do Grant Assurances affect marketing?
- How much money should be spent?
- How should the marketing’s effectiveness be measured?
An airport’s marketing philosophy often depends on whether an airport sponsor sees the airport as a __________ __________ or a ____________ ____________.
public utility / business enterprise
In many cases, the success or failure of an airport depends on its __________ relationship with its tenants
symbiotic
Marketing strategies must be careful of not running afoul of Grant Assurance 25.
- What does it cover and generally say?
- How does it affect marketing?
- Airport Revenues - must be used on the airport
- Revenues can not be used to benefit off-site, non-aeronautical locations. While using airport revenues to promote an off-site business is not acceptable, promoting the airport’s close proximity is.
By what is the marketing of an airport to air carriers known?
Air Service Development
What is the next step in marketing after the airport sponsor develops a marketing strategy?
Marketing Plan
The marketing plan is often part of an airport’s ___________ and __________ plans.
strategic / business
The four aspects a marketing plan considers or establishes are:
- Short and long term goals
- Climate of airport related to:
- competition
- politics
- economic
- social
- Alternate strategies
- Implementable program of marketing, sales, and promotional strategies
Marketing consultant firms are often brought in for what two reasons?
- When considering a significant change, such as a GA airport becoming a commercial service one.
- When there is a considerable amount of aeronautical or non-aeronautical land available for lease.
Today, outside marketing firms are likely more adept with __________ __________.
social media
Airports are expected to use social media such as __________, _________, __________, and ___________.
Facebook, YouTube, Twitter, and LinkedIn.
Facebook uses a __________ __________ format, while Twitter feeds many categorized sources into a common ___________.
bulletin board / list
To attract larger companies, FBOs, or manufacturers, airports may combine marketing efforts with what two local entities?
- Chamber of Commerce
2. Economic Development Entities
Provide the basic objective of a marketing plan.
Objective is to provide a brief description of product or service to be marketed as linked to associated goals.
What are the seven components of a marketing plan?
- Market analysis
- Objectives
- Situational analysis
- Marketplace issues
- “marketing mix”
- Implementation plan
- Feedback processes
As part of the marketing plan, market analysis evaluates the potential __________ __________, __________ __________, available __________ __________, __________ perspectives, and ___________ opportunities.
customer base, buying habits / cash flow, customer / hidden
- What two types of research does market analysis rely on?
2. What are the differences?
- Primary and Secondary
- Primary is made up of surveys, focus groups, and interviews.
- Secondary relies on research already conducted
A Marketing Analysis is made up of what four sections?
- Situation Analysis / Business Review or SWOT
- Market Share Issues
- Strategies / Marketing Mix
- Feedback / Assessment
Through evaluation, what three things does market analysis generally attempt to do?
- Define competitive advantages
- Determine a market’s current state as in volatile, stable, etc.
- Identify features, competences, and benefits needed to attract customers.
In a market analysis, what does the market share / segmentation section address?
Addresses customer’s perspective on product or service, place, price, and people (demographic).
What does the strategies section cover in a market analysis?
Outlines methods of promotion and their implementation plan.
The feedback or assessment phase of a market analysis discusses ___________ processes to determine if ___________ ___________ are working
evaluation / marketing strategies
Name some feedback sources that are used in the assessment phase of a market analysis.
Survey Cards Focus Groups Customer Interviews Website Hits Advertising Click-throughs Social Media Metrics
- A situational analysis or business review often is better known by what acronym?
- What does the acronym abbreviation stand for?
- SWOT
2. Strengths, Weaknesses, Opportunities, and Threats
What is meant by marketing mix?
Determines proper mix elements and mediums that will most effectively get a product’s message out to consumers.
- What one word does branding equate to when considering an individual?
- What does branding accomplish in marketing?
- Personality
2. Reliably memorable image or feeling attached to a product or service
What are some methods that promote branding?
Logos Icons Color Schemes Uniforms Web Sites Name of Organization
What is meant by the term “media strategy”?
Action plan to leverage various media forms to be utilized in the advertising mix.
Airport websites be designed with the ___________ in mind, with ____________ information about the airport and ___________ to airlines.
user / essential / links
Unsolicited email (spam) is __________ recommended.
not
What is a blog?
A blog is an independent, web-based journal that contains opinions about a topic.
Twitter is a form of __________ __________ that allows individuals to send messages of up to 140 characters, known as tweets.
micro-blogging
What is a disadvantage to social media or blogging?
Once info posted, becomes public and irretrievable.
- Direct mail, while traditional, has one of the ___________ rates of response to investment made.
- What is the key to effective direct mailings?
- highest
2. Current mailing lists
_____________ comes from newsworthy events such as special events or charity functions that communicate positive aspects of the organization and is considered free advertising.
Publicity
What is the most important aspect of successful marketing?
Continuous process
So advertisements don’t grow stale and no longer noticed, marketing campaigns should have a ____________, an ___________, and an _____________ process.
beginning / end / evaluation