Answered: MARKETING Question 25 "So, son, what is…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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MARKETING Question 25 "So, son, what is about your motorcycle?" "Yes, Papa, I would buy a Harley Davidson?" "Why, isn't that a heavy bike? Why don't you buy a Hero Moto Corp bike?" The teenager's mother, the Lady of the house, found the comment very amusing. "He is studying at St. Adam's College. No one goes there in anything less than a Harley." "That is what you have been doing all these years." The man turned to his wife. "His grades have gone down. Most of the time, he is not at home. I don't see his face for weeks. And now this motorcycle thing." "Ok." He looked at his son. "What is the cost of the bike?" "Rs. 15 lakh." "What? We can buy a luxury car with that amount of money." The man growled. "A Harley is a Harley, Papa. It comes with a 1250 cc engine, six-speed manual transmission gearbox, and alloy wheels. It produces a rocking 121 brake horsepower. I am talking about the Sportster model. By contrast, the Toyota Corolla Altis you drive produces only 87 brake horsepower," The teenager said. "Son, had you answered the JEE question paper with the skill you just spoke about your bike, you would have been in one of the IITs." "By the way, have you checked the mileage? Something tells me I would be the one paying for the petrol." "Of course, Harleys don't give the same mileage as the low-grade bikes. I think it is about 20 kilometers per liter." 'Is that all?" The man asked, looking incredulously at his son. "Do you realize that I only had a rickety Humber bicycle at your age?" "We have the accessories, Papa." The young man continued ignoring his father's comment. "A leg guard would cost Rs. 5000. Two side mirrors would cost Rs. 2000. I am also thinking of a Harley branded helmet which would cost Rs. 5000. Harley believes in creating a brand community for which they also sell leather jackets for Rs. 20000. Genuine Leather." "And GST?" The older man asked. "That is included, Dad. I have checked up with the dealer. His son is my batchmate at the college. He would not charge GST." The son had missed the sarcasm in the father's voice. "What is left out, son? Have you checked the cost of spares? I am sure they would be as reasonable as the other prices you mentioned. While you are at it, check the period required to get spares? Do we have a sufficient number of technicians in the city to repair these motorcycles? If that big a motorcycle stops, you cannot even push it to a nearby mechanic." "By the way," the man turned towards his wife, "you have been indulging him. It is your responsibility to ensure he works on his studies. Also, ensure he stays safe also." What is the energy cost associated with the above case? Select one: a. The cost spares b. The cost of fuel (mileage) c. The cost of the motorcycle (Rs. 15 lakh) d. The cost of accessories

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