The downturn in the business jet market has cost thousands of jobs in the Wichita area since layoffs started late last year, more than 11,000 jobs in all at the three general aviation manufacturers. 

Manufacturers are tweaking and changing marketing strategies in response to the downturn.

Companies must sharpen their background work and knowledge of their customers, said Dean Headley, a Wichita State University associate professor of marketing and entrepreneurship.