Philippe Malaval Christophe Benaroya. A Handbook for the Entire Value Chain

Transcription

1 Philippe Malaval Christophe Benaroya Jonathan Aflalo Aerospace Marketing Management A Handbook for the Entire Value Chain 4^ Springer

2 Contents 1 Marketing in the Aeronautics Industry The Aeronautics Sector Environment Specific Characteristics of the Aeronautics Sector Market Deregulation The Role of Regulatory Organization: FAA, DGAC, CAA, EASA The Marketing Approach The Rise of Marketing The Two Facets of Marketing An Essential Part of Companies and Organizations A Set of Methods with Wide-Ranging Applications The Role of Marketing in the Aeronautics Industry The Growing Importance of Marketing in the Aeronautics Industry Different Types of Marketing Marketing in Aeronautics Supply Chain Recent Marketing Trends in Aeronautics 23 References 26 2 The Individual and Organizational Purchase The Individual Purchase Factors Influencing Buying Behavior The Buying Process The Organizational Purchase The Buying Center Buying Phases Different Situations The Behavior of Professional Buyers Bidding E-Procurement and the Development of the Marketplaces Case Study: The Aircraft Constructor's Approach to the Airline's Buying Center 62 ix

3 X Contents First Action Level (1): The Customer Airline Second Action Level (2): Air Traffic Regulator/ Organization Third Action Level (3): Airports Fourth Action Level (4): Passengers and Citizen Groups Gase Study: Airing's Approach to the Buying Center of the Sultan of M Purchase Marketing Different Conceptions of Purchase Marketing Purchase Marketing Objectives Means of Action 73 3 Business Marketing Intelligence The Information System Market Surveillance: Active Listening The Different Types of Surveillance Setting Up Surveillance Information Sources Main Information Sources Information Protection The Main Types of Study Qualitative Studies The Quantitative Studies Permanent and Ad Hoc Studies The Other Objectives for Studies Market Segmentation and Positioning Segmenting a Market The Objectives of Segmentation The Main Segmentation Methods Other Segmentation Methods Used in Business to Business Positioning Positioning Objectives Setting Up Positioning Marketing and Sales Action Plan The Marketing Plan Part One: The Analysis The Objectives The Means or Action Plan The Sales Action Plan The Objectives of the Sales Action Plan How the Sales Action Plan Is Carried Out An Example of the Contents of a Sales Action Plan 169

4 Contents xi 6 Innovation and Product Management The Learning Curve The Product Life Cycle Phases of the Life Cycle Applying the Life Cycle Concept The Characteristics of Each Life Cycle Phase Managing the Product Portfolio The BCG Model The McKinsey Model The Little Model Marketing and Management of the Product Portfolios Managing the Product Range The Characteristics of the Range Developing a New Aircraft Managing Innovation Innovation at EADS/Airbus Group The Research & Technology Strategie Approach Fly Your Ideas In-House Innovation^: The "Push" Strategy Innovation^ from Outside: The "Pull" Strategy Product Development Phases The Conditions for Successful Development Innovation, the Key to Development of the A380 Wide-Body Jet Analysis of the Market and the Range Taking into Account Customer's Expectations Producing a Solution Innovation in the Cockpit Production Innovation to Reduce Costs The Involvement of Industrial Partners Cabin Eittings Future Versions of the A References Marketing of Services The Characteristics of Services Intangibility Perishability and Stock-Impossibility Inseparability Variability Different Categories of Services Professional Services Services Which are Required by Law and Regulations More General Services Linked to Management and Strategy 253

5 xii Contents The Aeronautical "Marketplaces" Services Linked to the Production Process Sales Related Services Technical and Commercial Global Services Consumer Services: Transport and Tourism The Cultural Context and the Notion of Service Focus on the Freight Market The Evolution of the Freight Market: Expansion of the "Integrated" Carriers The Reaction of the Cargo Airline Companies 273 References Pricing Policy Factors Involved in Pricing External Constraints Internal Constraints Pricing Approaches Cost-Based Pricing Value-Based Pricing Bidding Pricing Strategies The Skimming Strategy The Penetration Strategy Flexibility Strategies Yield Management The Development of the "Gray Market" Price-Adjustment Policy Adjusting the Conditions of Sale The Leasing The Development of Fractional Ownership on the Business Aircraft Market Selecting Distribution Channels and Sales Team Management Logistics Choosing a Distribution System Choosing an External Solution Choosing a Multi-Brand or Exclusive Distributors Selecting Partners and Managing the Network Managing the Sales Point: Adjusting Supply to Demand The Basis of the Merchandising Approach Merchandising Objectives 322

6 Contents xiii 9.4 Direct Channel: The Role of the Sales Representative Communication Pre-Sales: Prospecting Sales Presentation and Selling Process After-Sales: The Follow-Up Information Feedback Managing the Sales Team Defining Objectives Choosing the Structure The Size of the Sales Team Recruiting Sales Representatives Supervising the Team Remunerating Sales Representatives Sales Representatives: Motivation, Training and Career Management Project Marketing The Specific Nature of Project Marketing High Financial Stakes A "One-Off" Project Generally Predefined Buying Procedures A Generally Discontinuous Supplier-Customer Relationship Building Demand Identifying the Customer's Latent Demand Helping to Formulate Dissatisfaction Developing a Solution Drafting a Solution Customer Intimacy The Depth of the Interaction The Extent of the Interaction Influencing Specifications Intervening Upstream of the Deal Intervening in the Deal 357 Notes 362 References Communication Policy Different Types of Communication The Objectives of Communication The Four Main Types of Communication The Communication Plan Determination of Targets and Budgets Setting Up the Communication Plan 381

7 xiv Contents 12 Selecting Media Trade Shows The Specific Nature of Trade Shows Exhibiting at a Show The Different Stages of Participating in a Show The Trade Press Main Characteristics Resources and Tools The Internet Digital Marketing and Social Media Airlines and Social Networks Internet Marketing and Communications for Aircraft Manufacturers Engagement in the Social Media Direct Marketing The Objectives of Direct Marketing The Different Tools Television, Billboards and Radio Television Radio Billboards Lobbying Public Relations and Sponsorship Public Relations Sponsorship Sales Promotion 443 References Brand Management Brand Foundation Brand Mechanisms Brand Functions for the Company Brand Functions for the Customer Special Characteristics of the Industrial Brand "Purchaseability" Levels of the Industrial Brand The Visibility Strategy Airbus: "Setting the Standards" Industrial Brands Classification According to the Use of Goods According to the International Brand Policy According to Brand Origins 478

8 Contents xv 13.4 Visual Identity Code, Logos and Slogans Logos Slogans Jingles Visual Identity Code Latecoere: Technical Partnership and Its Own Products The Rise of Latecoere Latecoere, Technical Performance Facilitator Brand Sales Performance Facilitation Zodiac: Managing a Brand Portfolio by Sector Hi story Activities of the Zodiac International Group Today Brand Policy Building Loyalty: Maintenance, Customer Training and Offsets Maintenance The Different Forms of Maintenance Maintenance: A Tool for the Marketing-Mix Maintenance, a Tool for the Marketing Information System Customer Training Different Training Objectives The Contents of Training The Main Types of Training Offset, a Business Tool Offset: A Means of Payment A Business Argument Alliance Strategies Traditional Forms of Company Development Specific Objectives of Alliances Financial Objectives Marketing and Sales Objectives Different Forms of Alliances Presentation of Alliances Tactical Alliances Strategie Alliances While Maintaining the Company's Initial Identity Strategie Alliances with Creation of a Specific Structure From Alliance to Merger 566 References 581 Index 583 About the Authors 589