Marketing 16th Edition by William Pride,Ferrell

تمرين 13

How does derived demand apply to the demand for commercial jets purchased by airlines? What are the implications for Bombardier's marketing efforts?
2. When an airline wants to order new jets to replace older jets in its fleet, do you think it would approach the decision as a new-task purchase, a straight rebuy, or a modified rebuy purchase? Explain. Also, which methods of business buying are Bombardier's customers most likely to use? Why?
3. In which stage of the business buying decision process is Bombardier's reputation likely to have the most influence on a government that is considering the purchase of new subway cars?