Boeing has long been one of the largest companies (and largest exporters) in the United States. Record revenue and profits paved the way for the launch of its most innovative and ambitious venture to date: the mid-size Dreamliner.

This case examines inter-firm markets by considering the many complex factors that both the firm and the customers have to consider when buying and selling key industrial products. For a product that costs more than $160 million, Boeing can easily increase order prices to billions of dollars. For consumer markets, Boeing has a small number of customers, each of whom buys some products, but the amount spent is huge.

As for customer service, there are a large number of desired benefits. Airlines are not only looking for things like fuel efficiency and on-time delivery, but also to provide features that will ultimately satisfy their customers because the repercussions of failing any desired feature can be enormous. Please answer the following questions:

1. What are examples of the main types of buy positions that you see in this one? Discuss the implications of each case in terms of marketing strategy (in detail and explanation)