Discussion 2.6

In preparation for this discussion, review the websites of Cessna (Links to an external site.) and Embraer (Links to an external site.). After you become familiar with the companies by searching the links and reading about the businesses, go to the Business Jets products for each of the companyies. Evaluate the websites? marketing material (i.e. videos (Links to an external site.), brochures (Links to an external site.)) for each company as you apply the determinants of service quality (Links to an external site.) (Hunt Library Article – See table 1 on article page 47 or view scroll page 7). How does Cessna and Embraer differentiate their products and services from the competition? What are their market segments? Consider categories of organizational buyers, segmentation of buyers, and method of segmentation.

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