Board approval for the project? What is an appropriate required rate of return against which to evaluate the prospective IRRs from the Boeing 7E7? Please use the capital asset pricing model to estimate the cost of equity. Which equity market risk premium EMRP did you use?
Taking Flight Ch 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.
Discuss the role that marketing research can play in enabling strong sales for the Dreamliner. 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 Dreamliner at the market.
Ch 2 McNerney wants the Dreamliner to be a strong success. Define the management-decision problem. The management decision problem is: Define the corresponding marketing research problem.
The aim of marketing research problem is to identify the factors that lead to salesforce satisfactionand loyalty. Develop two research questions with two hypotheses corresponding to each.
A possible research question and hypotheses are: Is job satisfaction related to the challenges experienced on the job? Salespeople who do not experience challenges are dissatisfied. Salespeople who are over-challenged are dissatisfied. A second possible research question and hypothesis are: Salespeople who have been with the organization longer tend to be more committed.
Ch 3 Do you think that the research design adopted by TNS was appropriate? Why or why not? The research design adopted by TNS was appropriate in this case.The story: When Boeing delivered its new Dreamliner to All Nippon Airlines last month, it was the culmination of a long and drawn-out process.
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However, while Boeing was betting on the future demand for midsized.
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