科特勒市场营销第十一章习题与答案复习进程Word文件下载.docx

科特勒市场营销第十一章习题与答案复习进程Word文件下载.docx

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Answer:

C

Diff:

2PageRef:

312

Skill:

Concept

Objective:

11-1

2）Ofthefollowing,whichstatementwouldNOTsupportamarket-skimmingpolicyforanewproduct?

A）Theproduct'

squalityandimagesupportitshigherprice.

B）Enoughbuyerswanttheproductsatthatprice.

C）Competitorsarenotabletoundercutthehighprice.

D）Competitorscanenterthemarketeasily.

E）CandD

D

3PageRef:

3）Afirmisusing________whenitchargesahigh,premiumpriceforanewproductwiththeintentionofreducingthepriceinthefuture.

A）priceskimming

B）trialpricing

C）valuepricing

D）market-penetrationpricing

E）prestigepricing

A

4）Amarketermustbefamiliarwiththefivemajorproductmixpricingsituations.WhichofthefollowingisNOToneofthem?

A）productlinepricing

B）optional-productpricing

C）captive-productpricing

D）unbundledproductpricing

E）by-productpricing

313

11-2

5）Achallengeformanagementinproductlinepricingistodecideonthepricestepsbetweenthe________.

A）variousproductsinaline

B）productmixes

C）productgroupings

D）productlines

E）varioustargetmarkets

6）HiPointTelephoneCompanyusestwo-partpricingforitslong-distancecallcharges.Becausethisisaservice,thepriceisbrokenintoafixedrateplusa________.

A）fixedrateusage

B）variableusagerate

C）standardusagerate

D）marketusagerate

E）noneoftheabove

B

1PageRef:

315

7）WhichofthefollowingisNOTapriceadjustmentstrategy?

A）segmentedpricing

B）promotionalpricing

C）freesamples

D）geographicalpricing

E）seasonalpricing

11-3

8）ServiceIndustries,Inc.,planstoofferaprice-adjustmentstrategyinthenearfuture.TheycouldconsidereachofthefollowingEXCEPT________.

A）discountandallowancepricing

B）segmentedpricing

C）physiologicalpricing

D）promotionalpricing

E）locationpricing

9）Aquantitydiscountisapricereductiontobuyerswhopurchase________.

A）frequently

B）largevolumes

C）closeouts

D）inferiormerchandise

E）superiormerchandise

316

10）Quantitydiscountsprovideanincentivetothecustomertobuy________.

A）moreproductsorservicesfromavarietyofsellers

B）lessfromanothercompetitor

C）morefromonegivenseller,ratherthanfrommanydifferentsources

D）morethanheorsheneeds

E）bundledmerchandise

11）Whichofthefollowingconditionsshouldexistforsegmentedpricingtobeaneffectivestrategy?

A）Themarketmustbeabletobesegmented.

B）Thesegmentsmustshowdifferentdegreesofdemand.

C）Competitorscan'

tundersellinthesegmentbeingchargedthehigherprice.

D）Alloftheabove.

E）Noneoftheabove.

317

12）Consumersusuallyperceivehigher-pricedproductsas________.

A）notwithinreachofmostpeople

B）havingahigherquality

C）havinghighprofitmargins

D）popularbrands

E）beingintheintroductorystageoftheproductlifecycle

13）MichaelandJohnbothownleatherjacketsandarecurrentlyshoppingfortwonewones.Theybothhavepricesinmindandrefertothemwhenshopping.Thesepricesaretermed________.

A）psychologicalprices

B）referenceprices

C）comparisonprices

D）pricepoints

E）skimmedprices

319

14）Allofthefollowingaretypicalwaysareferencepricemightbeformedinabuyer'

smindEXCEPT________.

A）notingcurrentprices

B）rememberingpastprices

C）assessingthebuyingsituation

D）comparingittoanewproduct

E）influencesfromsellers

15）Whattypeofpricingisbeingusedwhenacompanytemporarilypricesitproductbelowthelistpriceorevenbelowcosttocreatebuyingexcitementandurgency?

B）psychologicalpricing

C）referentpricing

E）dynamicpricing

Dif