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

question 17

Multiple Choice

In the 1980s, a lapse in production quality and increase in Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy.The company's share of the U.S.super-heavy-weight market-motorcycles with engine capacity of 850 cubic centimeters or more-collapsed from more than 40 percent in the mid 1970s to 23 percent in 1983.However, by 1989, Harley-Davidson controlled some 65 percent of the U.S.market; and both in the U.S.and overseas markets, the company won't be able to meet demand for years.From a marketing perspective, what was the most likely first step in Harley-Davidson's resurgence?

• A)Development of a new mission statement and subsequent marketing strategy.
• B)Repositioning their product in the minds of motorcycle buyers.
• C)Performing a SWOT analysis.
• D)Seeking new markets for the motorcycles both in the U.S.and in foreign markets.
• E)Improving the quality of their product and communicating this to motorcycle buyers.

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Definitions:

Self-Efficacy

An individual's belief in their own ability to succeed in specific situations or accomplish a task.

Community Psychology

A field of psychology that has highlighted the need for the prevention of mental disorders and the promotion of mental health, as opposed to exclusive reliance on treatment approaches; applies an ecological perspective that stresses the interdependence of the individual, the family, community, and society; embodies sensitivity to a person’s social context and appreciation of diversity; pays more attention to people’s strengths and the promotion of wellness, in contrast to the clinical psychology focus on deficits and reduction of maladaptive behaviors; stresses the importance of informal social supports, rather than relying solely on professional help; and is oriented to social justice and social change.

Ecological Approach

A perspective within psychology and other social sciences that emphasizes the importance of understanding individuals in the context of their physical and social environments.

Interdependence

A mutual reliance between two or more groups or people, where each is dependent on the others for certain needs or outcomes.