期末考的例題如下，請好好準備。 1. Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers. How does Herzberg’s theory affect sellers marketing strategy? Describe two practical examples each for a dissatisfier and a satisfier. 2. Assume that you have decided to use a niche strategy to advance your marketing goals. Characterize an attractive niche. Provide an example from a corporate or a brand that employs a niche strategy very successfully. 3. Companies can achieve competitive advantage through the way they design their distribution channel. What three areas are considered in this design process? Provide an example from a corporate or a brand that well differentiate themselves from competitors. 4. As the marketing manager for a product often referred to as a “commodity,” you know that incremental sales and profits lies not in physical differentiation but in “service” differentiation. As you compose a memo to your boss regarding the concept of “service” differentiation, you note the six areas where service differentiation can make a difference. List these six areas and examples in each area for service differentiation. 5. Prior research has shown that although consumers may have fairly good knowledge of the range of prices involved, surprisingly few can recall specific prices of products accurately. When examining products, consumers often employ reference prices. List the possible prices consumers’ use as their “reference.” 祝大家考試順利啦！ --

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