制卧价贸易大孝 《营销学原理》 期末考试试卷答案 occur in the personal computer industry.(6 points) Suggested Answer: Disagreement in goals and roles generate channel conflict.Horizontal conflict occurs among firms at the same level of the channel.This could occur when one set of dealers steps outside an assigned territory base and "steals"customers from another dealer group.This might occur because of aggressive pricing and advertising strategies.Vertical conflict occurs between different levels of the same channel.This form is more common than horizontal conflict.If a producer or manufacturer decides to expand distribution outlets or opens an"online store" it often comes in conflict with existing dealers who feel threatened by expansion plans. In the personal computer industry--horizontal conflict(dealers representing the same manufacturer violate territories and aggressively compete against other licensed dealers)--a computer manufacturer decides to open its own set of retail stores (vertical conflict)(i.e.,Compaq Computer) Criteria: (1)1 point for the definition of channel conflict; (2)1 point for the comparison of horizontal conflict and vertical conflict; (3)2 point for the definition of horizontal conflict and possible cases; (4)2 point for the comparison of vertical conflict and possible cases. V.Case Analysis (40 points) 1.New Wealth Brings Surge (in Two-home Families (20 points) (1)Does it seem reasonable to use geodemographics as a means of segmenting a market in areas that are most desirable to second-home buyers?Explain. (11 points) Suggested answers: Geodemograhics assumes that people who live in the same geographical area will share similar demographic and lifestyle characteristics.(4 points)Using geodemographics to segment a market of second-home buyers would be reasonable if there were a high concentration of second-home buyers in a single location.(4 points)Applying geodemographics to focus on second-home buyers in a condominium resort area would be appropriate,for example.(3 points) However,some second-home buyers may choose a particular location for a variety of reasons(such as proximity to grandchildren)where the majority of their neighbors'homes are primary residences.In this case,segmenting for second-home buyers using geodemographics would not be suitable. Criteria: a.4 points for assumptions of Geodemograhics segment b.4 points for the possibilities of Geodemograhics segment and arguments the judgment C.3 points for the examples of Geodemograhics/Non Geodemograhics《营销学原理》 期末考试试卷答案 occur in the personal computer industry. (6 points) Suggested Answer: Disagreement in goals and roles generate channel conflict. Horizontal conflict occurs among firms at the same level of the channel. This could occur when one set of dealers steps outside an assigned territory base and “steals” customers from another dealer group. This might occur because of aggressive pricing and advertising strategies. Vertical conflict occurs between different levels of the same channel. This form is more common than horizontal conflict. If a producer or manufacturer decides to expand distribution outlets or opens an “online store” it often comes in conflict with existing dealers who feel threatened by expansion plans. In the personal computer industry--horizontal conflict (dealers representing the same manufacturer violate territories and aggressively compete against other licensed dealers)--a computer manufacturer decides to open its own set of retail stores (vertical conflict) (i.e., Compaq Computer) Criteria: (1) 1 point for the definition of channel conflict; (2) 1 point for the comparison of horizontal conflict and vertical conflict; (3) 2 point for the definition of horizontal conflict and possible cases; (4) 2 point for the comparison of vertical conflict and possible cases. V. Case Analysis (40 points) 1. New Wealth Brings Surge (热潮) in Two-home Families (20 points) (1) Does it seem reasonable to use geodemographics as a means of segmenting a market in areas that are most desirable to second-home buyers? Explain. (11 points) Suggested answers： Geodemograhics assumes that people who live in the same geographical area will share similar demographic and lifestyle characteristics. (4 points) Using geodemographics to segment a market of second-home buyers would be reasonable if there were a high concentration of second-home buyers in a single location. (4 points) Applying geodemographics to focus on second-home buyers in a condominium resort area would be appropriate, for example. (3 points) However, some second-home buyers may choose a particular location for a variety of reasons (such as proximity to grandchildren) where the majority of their neighbors' homes are primary residences. In this case, segmenting for second-home buyers using geodemographics would not be suitable. Criteria: a. 4 points for assumptions of Geodemograhics segment b. 4 points for the possibilities of Geodemograhics segment and arguments the judgment c. 3 points for the examples of Geodemograhics/Non Geodemograhics 3