In the 1980s, a Lapse in Production Quality and an Increase

question 51

Multiple Choice

In the 1980s, a lapse in production quality and an increase in Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy. The company's super heavyweight market share had shrunk from over 40 percent in the mid-1970s to 23 percent in 1983. But by 1989, Harley-Davidson controlled some 65 percent of this market segment. From a marketing perspective, what was the most likely first step in Harley-Davidson's resurgence?

• A) Developing a new mission statement
• B) Repositioning its products in the minds of super heavyweight motorcycle buyers
• C) Performing a SWOT analysis to assess the firm's internal and external environments
• D) Selling new models of super heavyweight motorcycles in both the United States (current) and foreign (new) markets
• E) Improving the quality of its products and communicating this to motorcycle buyers

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Definitions:

Basic Needs

Fundamental requirements necessary for individuals to live a healthy and comfortable life, often represented as physiological needs such as food, water, shelter, and safety.

Immediacy

The quality of being immediate or present; in therapy, it refers to addressing issues as they occur within the therapeutic session.

Verbalizations

The act of expressing thoughts, feelings, or ideas through spoken words, important in therapy for communicating and understanding client perspectives.

Presenting Emotion

The initial emotional state or feeling expressed by a client at the outset of a therapy session, which may not fully encapsulate their underlying issues.