Boeing: Selling a Dream

1) Discuss the nature of the market structure and demand for the Dreamliner.

What are the implications of this for Boeing and its customers?

The demand for the Dreamliner. In today's competitive marketplace, many

businesses strive to cut costs. Boeing try to design a new aircraft can use less fuel,

that's what buyer want. Thus, the manufacture have to figure out what kind the

product is customer want.

2) What examples of the major types of buying situations do you see in the case?

Discuss the implications of each in terms of marketing strategy.

Boeing design a new plane which is customer want, and Boeing got many orders

in a short time, but they delayed the order, Boeing could not give the plane that

customer ordered on time, and the delay is at least over 15 month.

Boeing's marketing strategy is good, they find the produce that customer want,

and they can get order very soon, but they ignore the process of production, that's

why they delay the order so long time.

3) 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 airplane.

The buying process are eight stages: problem recognition, general need

description, product specification, supplier search, proposal solicitation, supplier

selection, order-routine specification, and performance review. The reason for

passenger choose an airplane could be how comfortable of this plane, how is the

quality of the service, and the price of ticket.

4) What marketing recommendations would you make to McNerney as he

continues to try to resolve the problems with the 787 Dreamliner program?

Reputation is most important in business in the world, if a manufacture delay the

order too many times, then his reputation is failed, then the customer don't have any

loyalty in this company. The recommendation for McNerney is make sure the process

of production is no problem