5. 購物者行銷 (shopper marketing)

二、問答題1. 何謂顧客價值基準定價 (consumer value-based pricing)？可分為哪兩種？請說明並舉例。(14分)

2. 請說明何謂全通路零售 (omni-channel retailing)。(6分)

3. 請列出並說明服務的四大特性。(16分)

4. 請列出並說明新產品正式推出市場前有哪些試銷 (test marketing) 方式。(12分)

5. 請列出開明行銷的方式有哪幾種。(5分)

6. 請說明何謂垂直通路衝突與水平通路衝突並舉例。(12分)

7. 就全球市場而言，國家之間可採取的貿易限制手段有哪些？目前美國對他國所採取的貿易限制手段又是哪幾種？(10分)

(1) A company is considering buying a product at $1,500 per unit, and the in-house manufacturing of the same product is $1,700. The fixed cost per unit is $1,300 and it is included in the $1700 in-house product manufacturing cost. What should the company do in this scenario?

(2) KAMALA currently sells Sushi. During a typical month, KAMALA reports a profit of $9,000 with sales of $50,000, fixed costs of $40,000, and variable costs of $0.5 per Sushi. The company plans to start selling tacos for $3 per unit. Tacos will have a variable cost of $0.72 and new equipment and personnel to produce tacos will increase monthly fixed costs by $8,007. Initial sales of tacos should total 5,000 units. Most of the taco sales are anticipated to come from current Sushi purchasers, therefore, monthly sales of Sushi are expected to decline to $20,000. After the first year of taco sales, KAMALA believes that Sushi sales will increase to $33,750 a month and taco sales will increase to 7,500 units a month. KAMALA expects a constant sales mix of 1 Sushi and 2 units of tacos. How many Sushi and taco should be sold monthly during the first year of taco sales in order to breakeven?

(3) AQUAMAN sells eye drops for $30. Variable costs are $5 per unit with fixed production costs of $90,000 per month at a level of 400,000 units. Fixed administrative costs total $30,000. Sales average 400,000 units per month, with planned production of 400,000 eye drops. What are breakeven unit sales under absorption costing if average sales are 498,000 and planned production is changed to 500,000?

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