Boeing Case

Abstract

This term project paper was submitted to Emery-Riddle Aeronautical University in partial fulfillment of the requirements of course MGMT 311, Marketing. The project required examination of a case study contained in the course text. Analysis of the case was completed and responses to questions asked are presented in this document.

Overview

This term project is worth 25% of the student's final course grade. The student is expected to demonstrate appropriate knowledge pertaining to the course of study by applying analytical and critical thinking. APA format, references and citations are required.

Requirements

Read the case study titled Boeing: Selling a Dream(liner) on pages 187-189 of the course text.

Provide a written response for each of the below questions. The questions are presented as section headers. Do not delete the questions. Just place your response below each question in the same double spaced format.

There is no specific page length requirement for this project. It is anticipated an appropriate response for each question would require one to two pages.

This term project must be submitted for full grade consideration by May 7, 2011. To submit e-mail to: brownf16@earu.edu

Question 1.

Discuss the market structure and implications involved for Boeing and its potential customers.

Question 2.

What examples of major types of buying situations do you see in the case? Discuss the implications of these in terms of marketing strategy.

Question 3.

List the specific features of the Dreamliner. What customer benefits result from each?

Question 4.

Discuss the customer buying process for a Boeing airplane. In what major ways does this process differ from the buying process a passenger might go through in choosing an airline?

Question 5.

What marketing recommendations would you make to McNerney as he continues to try to resolve the problems with the Dreamliner program?

References

Kotler, P. & Armstrong, G. (2010). Principles of marketing. (13th Ed.) Prentice Hall Publishing.