2. 請從 2020 年新型冠狀病毒肺炎事件中，挑出兩則我國政府處理的案例，並以管理相關理論評析之（20%）。

3. A 公司原於甲國研發、生產並行銷某種空調設備，因為看好鄰國乙國的未來市場商機， 因此決定進入乙國市場發展。因乙國氣侯不同、產品規格的要求也不同，因此 A 公司 在生產部門、研發部門、行銷部門下，均另設專責乙國產品的單位。後來，生產部門、 研發部門、行銷部門內部，兩種產品的衝突卻日益嚴重，因為乙國產品的銷售量較小， 因此其生產、研發進度常常被排在後面，行銷的資源也常被負責甲國產品的行銷人員 優先使用。請從組織結構的觀點，分析前述現象的可能成因，並提出解決方案（10%）。

II. Essay Questions (20 points)         Customer-oriented behavior is the ability of frontline employees to help their customers by engaging in behaviors that increase customer satisfaction. Examples would include behaviors such as helping to achieve the customer's goals, discussing the customer’s needs, and influencing the customer with information rather than through pressure.         Researchers defined trust as a willingness to rely on an exchange partner in whom one has confidence. Examples would include customer trust such as confidence in customer’s belief of a service provider’s ability (i.e., reliability and integrity) and upon the service provider’s willingness to solve the problem per the customer’s interests.        Customer loyalty in the service market can be described as a definite attitude and relation developed by the consumer towards his or her service provider. This relation is based on durability, long-term cooperation and acceptance of conditions of offered services. Social exchange theory noted that the establishment of exchange relations involves making investments that constitute a commitment to the other party. Likewise, social exchange theory refers to trust others to reciprocate commitment or favor to the other party.       Based on the social exchange theory, please explain why customer trust may be a mechanism linking frontline employee’s customer-oriented behavior to customer loyalty. (Note: In developing your answer, be sure to give a rationale as to why the concepts and theories are the most relevant and appropriate for the situation described.)

III. Essay Questions (20 points)        Word-of-mouth has always been a powerful marketing force. Researchers defined word-of-mouth as informal, person-to-person communication between a perceived non-commercial communicator and a receiver regarding a brand, a product, an organization, or a service. Researchers argued that word-of-mouth is a process which allows consumers to share opinions and information about a specific product, service, or brand in order to move buyers away from or toward the company, brand, or offering. A widely accepted notion in consumer behavior is that word-of-mouth communication plays an important role in shaping consumers’ behaviors and attitudes. Favorable word-of-mouth may include relating pleasant, vivid, or novel experiences and recommendations to others. Negative word-of-mouth may include warning others by telling them not to patronize a particular service provider.      Discuss how to enhance positive customer word-of-mouth by service employees and service firms. (Note: In developing your answer, be sure to give a rationale as to why the concepts and theories are the most relevant and appropriate for the situation described.)

(1) What is the probability a person admitted to the hospital will suffer a treatment-caused injury due to negligence?

(2) What is the probability a person admitted to the hospital will die from a treatment-caused injury?

(3) In the case of a negligent treatment-caused injury, what is the probability a malpractice claim will be paid?

(1) Given that a customer missed one or more monthly payments, compute the posterior probability that the customer will default.

(2) The bank would like to recall its card if the probability that a customer will default is greater than 0.20. Should the bank recall its card if the customer misses a monthly payment? Why or why not?

(1) The desired margin of error is $0.10.

(2) The desired margin of error is $0.07.

110年 - [無官方正解]110 國立高雄科技大學_碩士班招生考試_國際企業系：管理學(乙組)#110495

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