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You have been appointed as the Marketing Manager of Boeing Commercial Airplane. The Chief Executive Officer (CEO) assigns you to segment the market to better

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You have been appointed as the Marketing Manager of "Boeing Commercial Airplane". The Chief Executive Officer (CEO) assigns you to segment the market to better target the needs of different business customers. Identify the B2B market segmentation variables you could use to segment the market. Identify appropriate target markets and develop a positioning statement for your company. Justify the chosen target market and appropriateness of the positioning statement. [Question 1 = 10 marks]

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