Atlantic Aviation Corporation: Westwind Division

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Case

Reference no. 9-581-142

Subject category: Marketing

Authors: T Bonoma (Harvard Business Review)

Published by: Harvard Business Publishing

Originally published in: 1981

Version: 30 January 1987

Length: 15 pages

Data source: Field research

Topics: Aircraft; Cost control; Industrial markets; Marketing implementation; Marketing management; Product management

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Abstract

Raises issues on monitoring and controlling flight demonstration costs for the Westwind business jet. Atlantic''s marketing vice president is concerned about rising demonstration costs, but doesn''t wish to deny solid prospects an evaluation ride. He asks the general manager of the division to formulate a policy meeting both of these goals. Intended for use in the marketing policy section of the marketing implementation course.