Marketing is one of the functions of business that enables a marketer be able to determine the needs of the customers. Through marketing, an entrepreneur determines the type of customers to serve best and the type of products to supply to these customers. Every organization either profit making or non-profit making gets into business to satisfy the customers it is serving.

By understanding the customers an entrepreneur is serving, he or she is able to gain market leadership and thus find solutions of great service, quality and value. Since a market is affected by some factors including political, economic, ethical, psychological and social, a marketer should understand how to solve this problems or how to best deal with these influences (Barakat & Garris, 2000). Aviation business is not different from any other profit making business and therefore the management of such business should deal with the impacts of the factors affecting the market strategically.

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