Flight planning

BRANDING: process of developing and strengthening a brand’s identity in order to achieve prestige, recognition and brand loyalty.

COMMERCIAL MARKETING: creating a marketing strategy to determine consumers needs and wants to convince them to purchase it to eventually generate profit.

SOCIAL MARKETING: aims to influence behavioural change and to raise contributions to generate positive impacts to society 

SOCIAL MEDIA MARKETING: marketing approach which uses social networking apps and platforms to market a firm’s good or service. Interact directly with costumers.

FOR-PROFIT (BUSINESS) ORGANIZATIONS: primary goal is to generate profit by selling goods and services. 

-Commercial marketing to convince people to buy their products

-Social marketing to enhance the brand image

-Social-media marketing to interact directly with customers 

NON-PROFIT ORGANIZATIONS: primary goal is to pursue a mission and a social cause for the greater good by raising contributions/donations. 

-Social marketing to solicit contributions

-Social-media marketing to interact with society

Market Size: the total sales or buyers of all businesses in a given market.

Market Growth: percentage change in market size over a given period of time. 

Market Share: the percentage of a firm’s total sales in the market in which it operates 

“Marketing Planning”: identifying objectives and developing a systematic strategy to achieve its goal/objective/aim

Marketing Plan: a document which outlines the marketing objectives and strategies of a firm

1.Marketing Objectives:  a goal to be achieved within 12 months, smart

2.Key Strategic Plans: tactics and techniques to be taken to achieve the objectives.

3.Detailed marketing actions 

4.Create a marketing budget: the money that is available to carry out the plan. 

ROLE OF MARKETING PLANNING: 

benefits-Identify possible problems/challenges and prepare solutions for them. 

-To increase the possibilities of success “SMART” objectives are well thought out. 

Limitations-The market is dynamic and plans can be outdated quickly

-Time-consuming and costly to prepare.

TARGETING: process of marketing to a specific market segment

“Target market”: the group of customers that the company decides to target by developing a market strategy. 

4 METHODS OF TARGETING: 

MASS UNDIFFERENTIATED MARKETING: ignores  segments, targets the population as a whole

 MULTI-SEGMENT DIFFERENTIATED MARKETING: targets several segments and develops “tailor-makes” marketing strategies for each segment. 

 NICHE “Concentrated” MARKETING: small specific specialized market segment

 MICROMARKETING (an extension of niche marketing but even more specific):  targets a local neighborhood or even just one individual/person

POSITIONING: refers to an overall strategy that "aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer"