Boeing: Selling a Dreamliner

Assignment 2

Boeing: Selling a Dreamliner

Assignment 2 is worth 15% of your total mark for this course; it should be submitted after you have completed the readings and learning activities for Lessons 5 through 8. Your assignment submission should be no more than 10 pages in length. A page is defined as double spaced, with standard margins, using a standard 12-point font. The cover page with your name and student number does not count as a page. A deduction of 10% will apply if your assignment is more than 10 pages long.

Read the case of "Boeing: Selling a Dreamliner" on pages 235 to 237 of the textbook. Formulate answers to the following questions in a Microsoft Word (or compatible) document, then return to this page and follow the instructions on the right-hand side of this page to submit your assignment for marking.

Question 1 (20 marks)

What is Boeing selling in the 787 Dreamliner? Discuss this in terms of the core benefit, actual product, and augmented product levels of 787 Dreamliner.

Question 2 (20 marks)

There are three major types of buying situations in Business markets. Identify which one better describes the situations of the airline mentioned as buyers of the 787 Dreamliner and explain.

Question 3 (15 marks)

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 4 (25 marks)

Given that business and consumer marketers use many of same segmentation variables, which of the four categories of segmentation variables on page 242 of the textbook has Boeing used in planning for the 787 Dreamliner? Explain.

Question 5 (20 marks)

Identify and discuss the sources of competitive advantages for the 787 Dreamliner.