制卧爱价贸易本考 《营销学原理》 期末考试试卷答案 (2)In elaborating "product quality leadership",the five features expected are as follows:Each is worth 1 point,5points in total) a.high quality to cover b.high performance c.high price d.high range positioning e.superior product image 2.Why do some consumers still like to buy Harley 's motorcycles even if they have to pay high prices and wait for 2 years?Explain the reasons from the consumer buying behavior perspectives.(10 points) Suggested answers: Because (1)Harley 's motorcycles has been well targeted at the youth and baby boomers, who have social/esteem/self-actualization needs to be met;(4 points) (2)Harley 's motorcycles has been well positioned with the lifestyle of such target markets:young,masculine,unique,individual,etc.(3 points) (3)Harley 's succeeded in building the brand image or personality (i.e. America,Hollywood,masculinity)that matches the self-image of the targets; (3 points) (4)Reference group influence is strong for this highly visible product, since the targets hold positive attitude toward Harley.(3 points) Criteria: a.(1)and (2)are compulsory (7 points can be awarded); b.(3)and (4)are optional (3 points can be awarded) 3.Honda(本田)challenged(挑战)Harley aggressively(积极地)with its small low-priced motorcycles(50cc.Engines50毫升发动机的小型摩托车).Isit reasonable for Harley to enter the small motorcycle market also?Back up your judgment with solid arguments.(10 points) Suggested answers: (1)It all depends on how Harley will balance the market opportunity it perceives and its positioning strategy. (2 points) (2)According to the case,Harley pursues product quality leadership.If it wants to keep up this image,it seems it should never let its brand slip down to the low-priced range,when the market potential for the target keeps substantial (4 points) (3)But if there appears more opportunities in the low-end market,in the international market particularly,it may also stretch downward a bit by creating a new model of small motorcycles for that market.Even so,it can keep the price relatively high in that model,so as to maintain a《营销学原理》 期末考试试卷答案 (2) In elaborating “product quality leadership”, the five features expected are as follows: ( Each is worth 1 point, 5points in total) a. high quality to cover b. high performance c. high price d. high range positioning e. superior product image 2. Why do some consumers still like to buy Harley ‘s motorcycles even if they have to pay high prices and wait for 2 years? Explain the reasons from the consumer buying behavior perspectives. (10 points) Suggested answers: Because (1) Harley ‘s motorcycles has been well targeted at the youth and baby boomers, who have social/esteem/self-actualization needs to be met; (4 points) (2) Harley ‘s motorcycles has been well positioned with the lifestyle of such target markets: young, masculine, unique, individual, etc. (3 points) (3) Harley ‘s succeeded in building the brand image or personality (i.e. America, Hollywood, masculinity) that matches the self-image of the targets; (3 points) (4) Reference group influence is strong for this highly visible product, since the targets hold positive attitude toward Harley. (3 points) Criteria: a. (1) and (2) are compulsory (7 points can be awarded); b. (3) and (4) are optional (3 points can be awarded). 3. Honda（本田）challenged（挑战）Harley aggressively（积极地）with its small low-priced motorcycles (50cc. Engines 50 毫升发动机的小型摩托车). Is it reasonable for Harley to enter the small motorcycle market also? Back up your judgment with solid arguments. (10 points) Suggested answers: (1) It all depends on how Harley will balance the market opportunity it perceives and its positioning strategy. (2 points) (2) According to the case, Harley pursues product quality leadership. If it wants to keep up this image, it seems it should never let its brand slip down to the low-priced range, when the market potential for the target keeps substantial. (4 points) (3) But if there appears more opportunities in the low-end market, in the international market particularly, it may also stretch downward a bit by creating a new model of small motorcycles for that market. Even so, it can keep the price relatively high in that model, so as to maintain a 3