kotler10tifWord格式文档下载.docx

kotler10tifWord格式文档下载.docx

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d.valuepricing

e.penetrationpricing

Challenging）

3.Priceistheonlyelementinthemarketingmixthatproduces_____.

a.revenue

b.variablecosts

c.expenses

d.fixedcosts

e.stability

a;

p.309;

4.LawnmowersofChicagoisalandscapingcompanyestablishedthroughouttheAmericanMidwest.Uponenteringanewcommunity,lowerpricesareaskedfortheirservices.Aftergainingarespectablereputationinanewarea,pricesaregraduallyincreased.Startingabusinessinthismannerisanexampleofwhichmarketingobjective?

a.currentprofitmaximization

b.marketshareleadership

c.productqualityleadership

d.survival

e.statusquoexistence

d;

5.Firmssetpricesaslowaspossibleinordertobecomethe_____.

a.productqualityleader

b.marketshareleader

c.customerqualityleader

d.profitmaximizationleader

e.priceleader

b;

6.Caterpillarcharges20percentto30percentmorethancompetitorsforitsheavyconstructionequipmentbasedonsuperiorproductandservicequality.Thisisanexampleof_____.

a.survival

b.currentprofitmaximization

c.marketshareleadership

d.productqualityleadership

e.noneoftheabove

p.310;

Moderate）

7.Companiesmaysetpriceslowforwhichofthefollowingreasons?

a.topreventcompetitionfromenteringthemarket

b.tostabilizethemarket

c.tocreateexcitementforaproduct

d.alloftheabove

8.Whichofthefollowingpricingobjectivesismostusedbyauniversity?

a.partialcostrecovery

b.fullcostrecovery

c.socialprice

d.cost-pluspricing

e.skimmingpricing

9.Swatchsurveyedthemarketandidentifiedanunservedsegmentofwatchbuyers.Usingtheseresults,theycreatedawatchatapriceconsumerswerewillingtopay.Theunorthodoxorderofthismarketingmixdecisionisanexampleof_____.

a.competition-basedpricing

c.targetcosting

d.value-basedpricing

10.Coststhatdonotvarywithproductionorsaleslevelarereferredtoas_____.

a.fixedcosts

c.targetcosts

d.totalcosts

e.unitcosts

p.313;

11.Coststhatvarydirectlywiththelevelofproductionarereferredtoas_____.

12._____arethesumofthe_____and_____foranygivenlevelofproduction.

a.Fixedcosts;

variable;

totalcosts

b.Fixedcosts;

total;

variablecosts

c.Variablecosts;

fixed;

d.Totalcosts;

e.Break-evencosts;

13.SRACisanacronymfor_____.

a.strategicreasoningandcosts

b.short-runaccountingcosts

c.short-runaveragecostcurve

d.strategicrightsandcompany

e.strategicrevenuesandcosts

p.314;

14.Fixedcosts_____asthenumberofunitsproducedincreases.

a.decrease

b.increase

c.divideinhalf

d.remainthesame

e.increaseatadiminishingrate

15.Thelong-runaveragecostcurve（LRAC）helpstheproducerunderstandwhichofthefollowing?

a.Itshowshowlargeabusinessshouldbe,tobemostefficient.

b.Itdealsmainlywithcompetitors’prices.

c.Itdealsmainlywithexternalfactors.

d.Alloftheabove.

e.Noneoftheabove.

Challenging）

16.Asproductionexperienceincreases,theaveragecostperunitdecreases.Thisdropiscalledthe_____.

a.demandcurve

b.experiencecurve

d.long-runaveragecostcurve

e.marginalutility

17.Pricesettingisusuallydeterminedby_____insmallcompanies.

a.topmanagement

b.marketingdepartments

c.salesdepartments

d.divisionalmanagers

e.cross-functionalteams

p.315;

18.Pricesettingisusuallydeterminedby_____inlargecompanies.

b.divisionalmanagers

c.productlinemanagers

d.purchasingdepartments

e.bothBandC

e;

19.Inindustrialmarkets,_____hasthefinalsayinsettingthepricingobjectivesandpoliciesofthatcompany.

a.thesalesmanager

b.topmanagement

c.theproductionmanager

d.thefinancemanager

e.thepurchasingdepartment

20.Whichofthefollowingisanexternalfactorthataffectspricingdecisions?

a.thesalariesofproductionmanagement

b.competition

c.thesalariesoffinancemanagement

d.fundsexpensedtocleanproductionequipment

e.A,B,andC

21.Under_____,themarketconsistsofmanybuyersandsellerstradinginauniformcommoditysuchaswheat,copper,orfinancialsecurities.

a.purecompetition

b.monopolisticcompetition

c.anoligopoly

d.puremonopoly

e.anti-trustagreements

22.InLima,Peru,20storesspecializinginsellingthesamequalityandbrandofwheatproductsarelocatedononestreet.Anindividualsellercannotchargemorethanthegoingpricewithouttheriskoflosingbusinesstotheotherstoresthatarestillsellingtheproductatitsuniformprice.Thisisanexampleofwhattypeofmarket?

c.oligopolisticcompetition

e.socialist

23.Under_____,themarketconsistsofmanybuyersandsellerswhotradeoverarangeofpricesratherthanasinglemarketprice.

24.Under_____,themarketconsistsofafewsellerswhoarehighlysensitivetoeachother’spricingandmarketingstrategies.

c.anoligopoly

e.capitalism

p.316;

25.Nonregulatedmonopoliesarefreetopriceatwhatthemarketwillbear.However,theydonotalwayschargethefullpriceforanumberofreasons.WhatisNOToneofthosereasons?

a.Theydesiretoattractcompetition.

b.Theydesiretopenetratethemarketfasterwithalowprice.

c.Theyhaveafearofgovernmentregulation.

d.Theywanttoencouragegovernmentregulations.

e.Theywanttopleasealargegroupofconsumers.

26.Ifcustomersperceivethatthepriceisgreaterthantheproduct’svalue,theywillbuyit,butthesellerloses_____.

a.targetcost

b.priceelasticity

c.profitopportunities

d.break-evenpricing

e.marketshare

27.Therelationshipbetweenthepricechargedandtheresultingdemandlevelcanbeshownasthe_____.

b.variablecost

c.targetcost

e.experiencecurve

p.317;

28.WhenGibsonGuitarCorporationlowereditspricestocompetemoreeffectivelywithJapaneserivals,whydidtheynotsellmoreguitars?

a.TheGibsonguitarswerenotaswellmadeastheJapaneseguitars.

b.Themarketwasalreadyfloodedwithguitars.

c.ThesoundoftheGibsonguitarwasnotasgoodastheJapaneseguitars.

d.CustomerswereunabletodistinguishthesuperiorityoftheGibsonguitarwhenitwasatalowerprice.

e.CustomershadcometoexpectahigherpriceforaGibsonguitar.

p.318;

29._____ishowresponsivedemandwillbetoachangeinprice.

a.Priceelasticity

b.Break-evenpricing

c.Demandcurve

d.Targetcost

e.Supply

30.Buyersarelesspricesensitiveforallofthefollowingreasonsexcept_____.

a.whentheproducttheyarebuyingisunique

b.whentheproducttheyarebuyingisinhighdemand

c.whensubstituteproductsarehardtofind

d.whenthetotalexpenditureforaproductishighrelativetotheirincome

e.whentheproductisaspecialtyproduct

31.Whensettingprices,thecompanyalsomustconsiderotherfactorsinitsexternalenvironment._____canhaveastrongimpactonthefirm’spricingstrategies.Thisincludesfactorssuchasboomorrecession,inflation,andinterestratesaffectingpricingdecisions.

a.Demandcurve

b.Economicconditions

c.Targetcosting

d.Value-basedpricing

e.Competitors

p.319;

32.Whensettingprices,thecompanyalsomustconsiderotherfactorsinitsexternalenvironment.Howwill_____reacttovariousprices?

Thecompanyshouldsetpricesthatwillallowthesepeopletoreceiveafairprofit.

a.resellers

b.producers

c.consumers

d.theelderly

e.competitors

33.Whencompaniessetprices,thegovernmentandsocialconcernsaretwo_____affectingpricingdecisions.

a.externalfactors

b.internalfactors

c.economicconditions

d.demandcurve

e.temporaryinfluences

34.Productcostsseta（n）_____totheprice.

c.floor

d.learningcurve

e.break-evencost

p.320;

35.Con