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Leg Affairs, Marketing & Com, Air Service Dev. > Marketing > Flashcards

Marketing Flashcards

0
Q

Often, airport tenants will expect to __________ market their products or services with the __________ or other stakeholders.

A

jointly / airport

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1
Q

How is marketing defined?

A

Planning, pricing, promoting, and distributing goods or services to consumers.

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2
Q

What six things must an airport consider prior to engaging in a marketing campaign?

A
  1. What is to be marketed and to which segments?
  2. How much marketing is expected of tenants?
  3. Should an airport, as a public entity, even do marketing?
  4. How do Grant Assurances affect marketing?
  5. How much money should be spent?
  6. How should the marketing’s effectiveness be measured?
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4
Q

An airport’s marketing philosophy often depends on whether an airport sponsor sees the airport as a __________ __________ or a ____________ ____________.

A

public utility / business enterprise

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5
Q

In many cases, the success or failure of an airport depends on its __________ relationship with its tenants

A

symbiotic

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6
Q

Marketing strategies must be careful of not running afoul of Grant Assurance 25.

  1. What does it cover and generally say?
  2. How does it affect marketing?
A
  1. Airport Revenues - must be used on the airport
  2. 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.
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7
Q

By what is the marketing of an airport to air carriers known?

A

Air Service Development

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8
Q

What is the next step in marketing after the airport sponsor develops a marketing strategy?

A

Marketing Plan

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9
Q

The marketing plan is often part of an airport’s ___________ and __________ plans.

A

strategic / business

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10
Q

The four aspects a marketing plan considers or establishes are:

A
  1. Short and long term goals
  2. Climate of airport related to:
    • competition
    • politics
    • economic
    • social
  3. Alternate strategies
  4. Implementable program of marketing, sales, and promotional strategies
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11
Q

Marketing consultant firms are often brought in for what two reasons?

A
  1. When considering a significant change, such as a GA airport becoming a commercial service one.
  2. When there is a considerable amount of aeronautical or non-aeronautical land available for lease.
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12
Q

Today, outside marketing firms are likely more adept with __________ __________.

A

social media

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13
Q

Airports are expected to use social media such as __________, _________, __________, and ___________.

A

Facebook, YouTube, Twitter, and LinkedIn.

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14
Q

Facebook uses a __________ __________ format, while Twitter feeds many categorized sources into a common ___________.

A

bulletin board / list

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15
Q

To attract larger companies, FBOs, or manufacturers, airports may combine marketing efforts with what two local entities?

A
  1. Chamber of Commerce

2. Economic Development Entities

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16
Q

Provide the basic objective of a marketing plan.

A

Objective is to provide a brief description of product or service to be marketed as linked to associated goals.

17
Q

What are the seven components of a marketing plan?

A
  1. Market analysis
  2. Objectives
  3. Situational analysis
  4. Marketplace issues
  5. “marketing mix”
  6. Implementation plan
  7. Feedback processes
18
Q

As part of the marketing plan, market analysis evaluates the potential __________ __________, __________ __________, available __________ __________, __________ perspectives, and ___________ opportunities.

A

customer base, buying habits / cash flow, customer / hidden

19
Q
  1. What two types of research does market analysis rely on?

2. What are the differences?

A
  1. Primary and Secondary
    • Primary is made up of surveys, focus groups, and interviews.
    • Secondary relies on research already conducted
21
Q

A Marketing Analysis is made up of what four sections?

A
  1. Situation Analysis / Business Review or SWOT
  2. Market Share Issues
  3. Strategies / Marketing Mix
  4. Feedback / Assessment
22
Q

Through evaluation, what three things does market analysis generally attempt to do?

A
  1. Define competitive advantages
  2. Determine a market’s current state as in volatile, stable, etc.
  3. Identify features, competences, and benefits needed to attract customers.
23
Q

In a market analysis, what does the market share / segmentation section address?

A

Addresses customer’s perspective on product or service, place, price, and people (demographic).

24
Q

What does the strategies section cover in a market analysis?

A

Outlines methods of promotion and their implementation plan.

25
Q

The feedback or assessment phase of a market analysis discusses ___________ processes to determine if ___________ ___________ are working

A

evaluation / marketing strategies

26
Q

Name some feedback sources that are used in the assessment phase of a market analysis.

A 
Survey Cards
Focus Groups
Customer Interviews
Website Hits
Advertising Click-throughs
Social Media Metrics
27
Q
  1. A situational analysis or business review often is better known by what acronym?
  2. What does the acronym abbreviation stand for?
A
  1. SWOT

2. Strengths, Weaknesses, Opportunities, and Threats

28
Q

What is meant by marketing mix?

A

Determines proper mix elements and mediums that will most effectively get a product’s message out to consumers.

29
Q
  1. What one word does branding equate to when considering an individual?
  2. What does branding accomplish in marketing?
A
  1. Personality

2. Reliably memorable image or feeling attached to a product or service

30
Q

What are some methods that promote branding?

A 
Logos
Icons
Color Schemes
Uniforms 
Web Sites
Name of Organization
31
Q

What is meant by the term “media strategy”?

A

Action plan to leverage various media forms to be utilized in the advertising mix.

32
Q

Airport websites be designed with the ___________ in mind, with ____________ information about the airport and ___________ to airlines.

A

user / essential / links

33
Q

Unsolicited email (spam) is __________ recommended.

A

not

34
Q

What is a blog?

A

A blog is an independent, web-based journal that contains opinions about a topic.

35
Q

Twitter is a form of __________ __________ that allows individuals to send messages of up to 140 characters, known as tweets.

A

micro-blogging

36
Q

What is a disadvantage to social media or blogging?

A

Once info posted, becomes public and irretrievable.

37
Q
  1. Direct mail, while traditional, has one of the ___________ rates of response to investment made.
  2. What is the key to effective direct mailings?
A
  1. highest

2. Current mailing lists

38
Q

_____________ comes from newsworthy events such as special events or charity functions that communicate positive aspects of the organization and is considered free advertising.

A

Publicity

39
Q

What is the most important aspect of successful marketing?

A

Continuous process

40
Q

So advertisements don’t grow stale and no longer noticed, marketing campaigns should have a ____________, an ___________, and an _____________ process.

A

beginning / end / evaluation

Leg Affairs, Marketing & Com, Air Service Dev. (7 decks)

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