High Technology Marketing
General instructions:
Literature
Exam 2000/II
-Answer all four questions -Time 3hrs
-No books or material allowed (except dictionary)
1
Explain "why companies give bad service" and summarise the lessons about service ? (William H. Davidow/ Marketing High Technology)
2
Describe shortly the meaning of ~ terms? a) Functional risk
b) Bent arrow theory of marketing
out 9f four of the following
c) Learning curve d) OEM
3.
Draw and describe briefly "the integrated technology management framework"? (Rod F. Monger/ Mastering Technology) What are "the lessons of success" given as implications for government policy based on the case studies ofMotorola, Coming and General Electric? (Joseph G. Morone/ Winning in High-Tech Markets )
4.