The first computers for home use were only sold in kit form to technical enthusiasts
who did their own assembly. Demand was high and so were prices. At that time, the
firm offering these kits would likely have been using the ________ concept.
Production
Market
Technological
Product
Selling
Which of the following statements best represents the societal marketing concept?
We have developed a new, more convenient package.
We use only recycled paper in our packaging.
This product saves much more time for the consumer.
Give the customers what they want.
Sell at the lowest price.
At Hampton Inns, any employee, including janitors and maids, has the authority to
provide a dissatisfied customer with a refund. This employee empowerment is
consistent with which new economy belief?
Remarketing
Demarketing
Centralization
Outsourcing
Relationship marketing
Which of the following is an example of a good mission statement?
GCC will provide superior products at a fair price to our customers, while
supporting our local community and providing our employees and stockholders
with the opportunity to achieve their personal objectives.
ABC Corporation will produce the highest quality products with the best service
and the most affordable prices in the industry.
Rosita’s will provide the world’s best pizza to its customers.
Operation ethically, XYZ Corporation will dominate its industry with low cost
products. We will seek to operate in only a limited number of industries. However,
in those industries we will undercut the prices and provide better service than our
competitors.
All of the above are examples of good mission statements.
The market for cake mixes was not growing. Procter & Gamble owned Duncan Hines,
a cake mix brand with a low market share. According to the Boston Consulting Group
matrix, the Duncan Hines brand was categorized as a ________ by Procter & Gamble
before it sold the brand to Aurora Foods.
Dog
Question mark
Exclamation point
Cash cow
Problem child
The work of ________ sought to explain why people are driven by a particular need
and why one person spends time and energy seeking to meet a particular need while
another spends time on an entirely different need.
Abraham Maslow
Sigmund Freud
Max Weber
Frederick Herzberg
Frederick Taylor
7-Up beverage is using an irreverent advertising campaign that pokes fun at other
campaigns that appeal to Generation X members who are cynical about advertising.
7-Up is using ________ to segment its market.
Demographics
Social class
Lifestyle
Usage rate
Loyalty status
In Tokyo, Disneyland is owned and operated by Oriental Land Company and pays Walt
Disney Company 10 percent of al admissions and 5 percent of all food and
merchandise sales. This is an example of a ________ agreement.
Contract manufacturing
Joint venture
Cooperative organization
Direct investment
Licensing
When Starbucks Corp, the U.S.-based specialty coffee chain, opened a dozen outlets in
Vienna, Austria, the coffeehouses had the feel of a comfortable living room. In a
Starbucks decided to sell the same products it sells elsewhere and to maintain its
no-smoking policy in a city where the majority of the people smoke. Starbucks uses a
________ marketing mix.
Standardized
Extended
Centralized
Adaptive
Domestic
Since regulations on sales promotion vary from country to country, multinational
companies generally:
avoid sales promotion together.
take the attitude that should ask for a government’s forgiveness rather than its
permission when pursuing sales promotion strategies.
create a centralized department at the home office to conduct all sales promoting
activities.
make sales promotion a responsibility of local management.
assume what works in one country will work in a similar country (e.g., Norway and
Sweden)
Identify the weaknesses of the product life-cycle concept that you should keep in mind
as an aspiring marketing manager.
「華碩大改組,施崇棠重批戰袍:業務版圖三分天下,重新聚焦手持裝置、電腦
及零組件主力產品」(98/3/12,工商時報),從新聞的標題可以看出華碩嘗試調整
組織以增加競爭力。試以Lewin 的組織變革模式說明華碩的組織調整需要注意哪
些事項?
由於全球性的不景氣引發了今年年初各界對今年一月一日實施的財務會計準則第
十號存貨公報的多起討論(見各大報在今年一月到二月的報導)。請以企業經營的
角度扼要分析企業應以何種方式來因應該公報的要求?
所謂的「投資環境等級評分法」,是從接受投資的東道國政府對外國直接投資者
的限制和鼓勵政策兩者檢驗,注重政治、經濟、社會、文化等軟體環境的研究,具體
分析了影響投資環境的微觀因素。這些因素分為如下八個方面:1.資本外調;2.允許
外國所有權比例;3.外國企業與本國企業之間的差別待遇與控制;4.幣值穩定程度;
5.政治穩定程度;6.給予關稅保護的態度;7.當地資本的供應能力;8.年通貨膨脹率。
請問:
一. 當一家台商公司運用此一國際投資環境的評價方法時,請列舉四項應注意的運用
原則,以提醒即將投資的企業(每一項佔5%;共20%)。
二. 2009 年二月以來引發爭議的CECA(兩岸綜合性經濟合作協定),被政府定調為「兩
岸經濟合作架構協議」(ECFA)。其中,台北有一經濟研究院也估計,東協加三後,
台灣會失掉十一萬四千個工作機會,而國內生產毛額會下降一個百分點。請分析:
前列「投資環境等級評分法」的八個因素裡,有哪些是明顯的影響項目,為什麼
呢?(10%)
可觀看題目詳解,並提供模擬測驗!(免費會員無法觀看研究所試題解答)