In regards to place, the manager of an FBO located on an airport's property would be wise to not only market the FBO, but to also market the airport itself. Why? 

• Unlike other non-aviation related businesses, the success of an FBO is directly related to the success of the airport it is located on. 
• The location of the FBO would be ambiguous without also identifying the location of the airport that the FBO is based on. 
• Actually, marketing the airport would be unwise because potential customers of the FBO might seek to obtain products and services from other FBOs on the airport.