英文版市場(chǎng)營(yíng)銷(xiāo)學(xué)期末試卷11(參考版)
2025-07-02 04:53本頁(yè)面
【正文】 拼一個(gè)春夏秋冬！贏一個(gè)無(wú)悔人生！早安！—————獻(xiàn)給所有努力的人.學(xué)習(xí)參考。不奮斗就是每天都很容易，可一年一年越來(lái)越難。是狼就要練好牙，是羊就要練好腿。 educate them regarding the functionality of the product.3c) As the product moves along the different stages of the product life cycle, changes in their strategy is necessary. List 3 different strategies Bogner Inc. can use to ensure their growth continues longer so they can reap more profit. Provide an example for each strategy. (6 marks)Answers(2 marks each – 1 mark for the term, 1 mark explaining the term. )1) market penetration (increase advertising, increase awareness…)2) product development (also called ‘product modification/modify the product) (.: add new features)3) Market development (also called “market modification’/modify the market) (.: sell to other segments)OR4) Repositioning (target a new market) (2 marks)OR:lower price ( marks)new distribution channels ( marks)3. Selling the Floating Bed (Total 9 points)A few months ago, an award was given by “” for the “coolest new invention.” The winner was the Floating Bed from the Floating Bed Company. The product is as the name suggests an oval shaped “queen sized” bed that hangs from the ceiling. It has a gentle swing for the sleeper(s) in the bed.The Floating Bed moves like a true onepoint pendulum. It swings gently and evenly in all planes and directions. The overhead suspension and the inertial forces created by pendulum motion helps to gently hold the occupant(s) in place. The body and brain subconsciously know and enjoy the motion, which feels secure and nurturing. This results in extraordinarily fort and relaxation the key benefit of this product. The Floating Bed can support up to 2000 lbs and attaches to almost any bedroom ceiling using its patented suspension system. According to the pany, if a consumer does not find that the Floating Bed provides the best night sleep, the bed can be returned with a 30 day money back guarantee. Referring to information provided above answer the following questions.1. Please describe the potential target market of this floating bed. Please use the terminologies you learned in marketing. (6 points)AnswersStudents should use the terminologies. Terminology 1 point, description 1 point. Demographical PsychologicalGeographical 3c) What pricing strategy would you remend, skimming pricing or penetration pricing? Explain the reasons of your choice. (3 points)AnswersThere is no right answer. As long as students indicate 3 reasons, they get the points. Penetration Pricing.a. Setting a low initial price on a new product to appeal immediately to themass market is penetration pricing, the exact opposite of skimmingpricing.b. The conditions favoring penetration pricing are:? Many segments of the market are price sensitive.? A low initial price discourages petitors from entering the market.? Unit production and marketing costs fall dramatically as productionvolumes increase.c. A firm using penetration pricing may:? Maintain the initial price for a time to gain profit lost from its lowintroductory level.? Lower the price further, counting on the new volume to generate thenecessary profit.d. Penetration pricing may follow skimming pricin
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