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Regional Airport Marketing
Airports have a crucial role to play in the future of aviation and marketing plays a fundamental role in the success of the sector. You are a Marketing Consultant contracted to a small regional airport (in Europe or the US) to work with its marketing team to help its customers succeed. You will focus on any one of four market segments – scheduled airlines, cargo operators, charter airlines and general aviation – with its own unique requirements and competitive environment.
The aim of this scenario is to show an overall understanding of the principles of marketing, this sets the scene to illustrate among others:
– the importance of marketing in general
– how marketing is used by different firms operating in an airport and what may constraint its application
– what market research can be used by airports to understand their actual and
potential customers
– the different kinds of relationships (e.g., airport to airline, airline to consumer, etc) and their management within the marketing plan
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