制卧爱价货易本考 《营销学原理》 期末考试试卷答案 about this market: c.I point for recognizing the information of women's buying behaviour. (2)2 points for reasonable suggestion(s)for penetrating the women's market without conflicts to the existing male market. 2.You represent a company that makes textiles.You meet a buying delegation from Germany.What roles would you expect to see in the delegation?What would you do,first of all,to win orders from these potential customers?(5 points) Suggested answers: (1)One would expect to see purchasing managers from retail chains,or retail stores,or trading companies. (2)The purchasing managers from this delegation largely have clear goals of what to purchase,even in terms of product specifications.So the first step they'd take would be searching for suppliers,and then soliciting proposals. When judgment is made of the proposals,they'd select the supplier(s),place the order with the chosen supplier(s)and close a deal. (3)To win sales for those potential customers,one must be active in identifying and meeting the needs of the potential buyers by providing specific information and proposals.Be as helpful and communicable to them as possible during their stay in our country. Criteria: (1)1 point for identifying purchasing managers as the main role in the delegation; (2)2 points for identifying four steps in the purchasing process; (3)2 points for the salesperson's understanding of purchasing managers'needs for information and proposals,as well as the importance of communication skills. V.Case Analysis:Harley Davidson(30 points): Harley Davidson 1.The main marketing objectives of businesses could be:survival,current profit maximization,market share leadership,and product quality leadership.Which kind of marketing objective does Harley Davidson pursue according to the above case?Explain.(10 points) Suggested answers: Harley Davidson has been pursuing product quality leadership,since its products are meant to charge high price to cover high performance,high quality,high range positioning for superior product image. Criteria: (1)When "product quality leadership"has been recognized as Harley Davidson's marketing objective,the answer is correct.(5 points can be awarded)《营销学原理》 期末考试试卷答案 about this market; c. 1 point for recognizing the information of women’s buying behaviour. (2) 2 points for reasonable suggestion(s) for penetrating the women’s market without conflicts to the existing male market. 2. You represent a company that makes textiles. You meet a buying delegation from Germany. What roles would you expect to see in the delegation? What would you do, first of all, to win orders from these potential customers? (5 points) Suggested answers: (1) One would expect to see purchasing managers from retail chains, or retail stores, or trading companies. (2) The purchasing managers from this delegation largely have clear goals of what to purchase, even in terms of product specifications. So the first step they’d take would be searching for suppliers, and then soliciting proposals. When judgment is made of the proposals, they’d select the supplier(s), place the order with the chosen supplier(s) and close a deal. (3) To win sales for those potential customers, one must be active in identifying and meeting the needs of the potential buyers by providing specific information and proposals. Be as helpful and communicable to them as possible during their stay in our country. Criteria: (1) 1 point for identifying purchasing managers as the main role in the delegation; (2) 2 points for identifying four steps in the purchasing process; (3) 2 points for the salesperson’s understanding of purchasing managers’ needs for information and proposals, as well as the importance of communication skills. V. Case Analysis: Harley Davidson (30 points): Harley Davidson 1. The main marketing objectives of businesses could be: survival, current profit maximization, market share leadership, and product quality leadership. Which kind of marketing objective does Harley Davidson pursue according to the above case? Explain. (10 points) Suggested answers: Harley Davidson has been pursuing product quality leadership, since its products are meant to charge high price to cover high performance, high quality, high range positioning for superior product image. Criteria: (1) When “product quality leadership” has been recognized as Harley Davidson’s marketing objective, the answer is correct. (5 points can be awarded) 2