Boeing Case

Case Study- Boeing: Taking Flight

Ch 1

1. Discuss the role that marketing research can play in helping McNerney build a strong Boeing sales force.

Marketing research, as the process of gathering information about target markets, customers, market trends and similar is an important part in any business. In this case, it can be very helpful to CEO in building a strong and loyal salesforce. In other words, it can identify the characteristics of the strong sales people and differentiate it from the weaker ones. Moreover, it is able to screen all important factors that are basis for creating a strong sales team and factors that help build salesforce satisfaction, commitment and loyalty to the organization.

2. Discuss the role that marketing research can play in enabling strong sales for the 787 Dreamliner.

Marketing research is inevitable part in providing the company with the information about customers’ buying process. They find out the decision process of airline companies when purchasing new airplanes. Here, marketing research does not just explore customers in the market place, but competition and their action as well, which is very important due to the fact that it helps Boeing to evaluate how customers view competitive offering and how they perceive 787 Dreamliner at the market.

Ch 2

1. McNerney wants the 787 Dreamliner to be a strong success. Define the management-decision problem.

The management decision problem is: What should CEO MyNerney do to build a strong salesforce so that the 7E7 Dreamliner is a strong success?

2. Define the corresponding marketing research problem.

The aim of marketing research problem is to identify the factors that lead to salesforce satisfactionand loyalty. More specifically; what factors influence salespeople’s loyalty and satisfaction? ; The profile of salespeople that is demographic characteristics? ; Who is the most loyal and who is the least loyal to the organization? ; What is the size of...