链费牛经倚贸多大墨 营销学原理 -END-- 对外经济贸易大学2001一2002学年第二学期 《营销学原理》期末考试试卷A答案 July5,2002 Multiple Choice(only one answer is correct,30 points): CABBD DBCBA CADBD CCDDB BABDA ADCBA ll.True or False(20 points): FTFFT TFFTF TFTTT TTFTT Ill.Calculate the following (20 points): 1.$42.67 (5 points) 2.231 units (5 points) 3.Little Swan:7.6 Duckling: 6.9 Daffodil 7.4 Toshiba 6.6 According to the "Expectancy Value Model",Mrs Zhang is likely to favour Little Swan brand. IV.Case Analysis:Harley Davidson 30 points ) Harley Davidson 1.product quality leadership:refers to charge high price to cover higher performance quality.High range positioning for superior product image.(10 points) 2.(1)Reference group influence is strong for highly visible product; (2)Personality:brand image matches for one's own self-image; (3)Age and life-cycle stage:youth and baby boomers (4)positive attitude toward Harley (5)Motivation:satisfy social/esteem/self-actualization needs; 第10页共11页营销学原理 -- END -- 对外经济贸易大学 2001⎯2002 学年第二学期 《营销学原理》期末考试试卷 A 答案 July 5, 2002 I. Multiple Choice (only one answer is correct, 30 points): CABBD DBCBA CADBD CCDDB BABDA ADCBA II. True or False (20 points): FTFFT TFFTF TFTTT TTFTT III. Calculate the following (20 points): 1. $42.67 (5 points) 2. ≈ 231 units (5 points) 3. Little Swan: 7.6 Duckling: 6.9 Daffodil : 7.4 Toshiba 6.6 According to the "Expectancy Value Model", Mrs Zhang is likely to favour Little Swan brand. IV. Case Analysis: Harley Davidson ( 30 points ): Harley Davidson 1. product quality leadership: refers to charge high price to cover higher performance quality. High range positioning for superior product image. (10 points) 2. (1) Reference group influence is strong for highly visible product; (2) Personality: brand image matches for one’s own self-image; (3) Age and life-cycle stage: youth and baby boomers (4) positive attitude toward Harley (5) Motivation: satisfy social/esteem/self-actualization needs; 第 10 页 共 11 页