By AK Interactive

Каталог модельной химии и принадлежностей.

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Sample text

Each of these will influence marketing decisions. Marketers must work closely with top management associated with all these activities and ensure that their marketing plans are consistent with overall corporate intentions and with the strategies of all the other departments. Most importantly, the marketing function of any organisation must be seen as an integral activity by all to ensure success. There is considerable variation in the organisational structures of airports and in the location of marketing activities within these structures.

The airport industry is no different: an airport operator has many stakeholders it needs to engage with and keep well informed. Jarach (2005) divides these into four main areas: citizens, public stakeholders, logistic stakeholders and support stakeholders. At large airports, each of these areas may include many different subgroups. 3 illustrate how Amsterdam Schiphol Airport and London Heathrow Airport classify their key stakeholders, and while there are some differences in detail, there are also a number of common features, as would be expected.

Hence a typical airport serves a significant number of different customer markets. The global nature of the air transport industry means that many of these markets are international by nature. Each of these markets has its own specific characteristics, needs and requirements, which will be discussed in more detail in Chapter 3. 5 Competitors Competitors can be simply defined as other organisations that create and market products that are similar to, or can be substituted for, the products on offer from the organisation whose marketing environment is under consideration.

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