Marketing

Paper Summary:

This paper introduces, discusses, and analyzes the topic of marketing. Specifically, it discusses marketing an aviation flight training school, including the four P's of the marketing mix. The paper concludes that, while developing a marketing plan for an aviation flight training school is challenging, following the four P's and utilizing them effectively can create a decisive marketing plan.

Outline:
Product
Price
Place
Promotion

From the Paper:

"There are four sub-strategies to marketing a product or service. They are style, performance, quantification, or extrapolation. Clearly, in the flight school environment, performance is the key strategy, indicating the marketing plan must include information that will appeal to novice pilots and their needs. Many aviation schools meet this need by offering "accelerated" training that ends up being quicker and less costly to the student, intensive in-class courses designed to get a pilot ready for commercial or flight instructor ratings, and other items that appeal to the budget-conscious student, yet still meet the federal regulations for licensing new student pilots. If they are marketing other services, such as sightseeing, they could employ style and extrapolation to explore the features of their sightseeing service, and why it "flies above" the rest. All of this should be developed in a comprehensive marketing plan to spell out the specific needs of the flight school."

Sample of Sources Used:

• Editors. (2008). Aviation management consulting group. Retrieved 15 Aug. 2008 from the Aviation Management.com Web site: http://www.aviationmanagement.com/03%20Scope%20of%20Services/scope.asp.
• Editors. (2008). Sun state aviation. Retrieved 15 Aug. 2008 from the Sun State Aviation Web site: http://www.sunstateaviation.com/.
• Kotler, P. (2004). Ten deadly marketing sins: Signs and solutions. Hoboken, NJ: John Wiley & Sons.
• Kotler, P., & Bes, F. T. (2003). Lateral marketing: New techniques for finding breakthrough ideas. Hoboken, NJ: Wiley.
• Rogers, S. C. (2001). Marketing strategies, tactics, and techniques: A handbook for practitioners. Westport, CT: Quorum Books.

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