個案資料
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The 2012 Republican Presidential Primaries
內容大綱
The U.S. presidential primary elections represent an especially challenging decision context. The four candidates in the 2012 Florida Republican primary, Rick Santorum, Newt Gingrich, Ron Paul and Mitt Romney, all have strengths and weakness in the eyes of a Republican primary voter. In this case, these qualities are illustrated by the candidates’ statements and their reported actions during the campaign. The Republican primary voter must use the information given to decide which candidate to support. Furthermore, in a typical business or political decision, a person chooses on the basis of his or her personal preference. In a primary election, however, voters are advised to take into account the candidate they think can win the later presidential election, which greatly complicates the decision-making process.
學習目標
<ul><li>To raise the problem of how voters (and consumers) make difficult decisions.</li><li>To emphasize the role of emotions in competition and highlight the importance of positioning and messaging in both politics and marketing.</li><li>To demonstrate the use of a hotelling line.</li><li>To highlight the differences between competition in business and politics.</li></ul>