科特勒市场营销第十一章习题与答案复习进程.docx

科特勒市场营销第十一章习题与答案复习进程.docx

《科特勒市场营销第十一章习题与答案复习进程.docx》由会员分享，可在线阅读，更多相关《科特勒市场营销第十一章习题与答案复习进程.docx（12页珍藏版）》请在冰豆网上搜索。

科特勒市场营销第十一章习题与答案复习进程

科特勒市场营销第十一章习题与答案

Chapter11PricingStrategies

1）Companiesfacingthechallengeofsettingpricesforthefirsttimecanchoosebetweentwobroadstrategies:

market-penetrationpricingand________.

A）market-levelpricing

B）market-competitivepricing

C）market-skimmingpricing

D）market-pricelining

E）market-pricefilling

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

Answer:

D

Diff:

3PageRef:

312

Skill:

Concept

Objective:

11-1

3）Afirmisusing________whenitchargesahigh,premiumpriceforanewproductwiththeintentionofreducingthepriceinthefuture.

A）priceskimming

B）trialpricing

C）valuepricing

D）market-penetrationpricing

E）prestigepricing

Answer:

A

Diff:

2PageRef:

312

Skill:

Concept

Objective:

11-1

4）Amarketermustbefamiliarwiththefivemajorproductmixpricingsituations.WhichofthefollowingisNOToneofthem?

A）productlinepricing

B）optional-productpricing

C）captive-productpricing

D）unbundledproductpricing

E）by-productpricing

Answer:

D

Diff:

3PageRef:

313

Skill:

Concept

Objective:

11-2

5）Achallengeformanagementinproductlinepricingistodecideonthepricestepsbetweenthe________.

A）variousproductsinaline

B）productmixes

C）productgroupings

D）productlines

E）varioustargetmarkets

Answer:

A

Diff:

2PageRef:

313

Skill:

Concept

Objective:

11-2

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

A）fixedrateusage

B）variableusagerate

C）standardusagerate

D）marketusagerate

E）noneoftheabove

Answer:

B

Diff:

1PageRef:

315

Skill:

Concept

Objective:

11-2

7）WhichofthefollowingisNOTapriceadjustmentstrategy?

A）segmentedpricing

B）promotionalpricing

C）freesamples

D）geographicalpricing

E）seasonalpricing

Answer:

C

Diff:

2PageRef:

315

Skill:

Concept

Objective:

11-3

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

A）discountandallowancepricing

B）segmentedpricing

C）physiologicalpricing

D）promotionalpricing

E）locationpricing

Answer:

C

Diff:

2PageRef:

315

Skill:

Concept

Objective:

11-3

9）Aquantitydiscountisapricereductiontobuyerswhopurchase________.

A）frequently

B）largevolumes

C）closeouts

D）inferiormerchandise

E）superiormerchandise

Answer:

B

Diff:

2PageRef:

316

Skill:

Concept

Objective:

11-3

10）Quantitydiscountsprovideanincentivetothecustomertobuy________.

A）moreproductsorservicesfromavarietyofsellers

B）lessfromanothercompetitor

C）morefromonegivenseller,ratherthanfrommanydifferentsources

D）morethanheorsheneeds

E）bundledmerchandise

Answer:

C

Diff:

2PageRef:

316

Skill:

Concept

Objective:

11-3

11）Whichofthefollowingconditionsshouldexistforsegmentedpricingtobeaneffectivestrategy?

A）Themarketmustbeabletobesegmented.

B）Thesegmentsmustshowdifferentdegreesofdemand.

C）Competitorscan'tundersellinthesegmentbeingchargedthehigherprice.

D）Alloftheabove.

E）Noneoftheabove.

Answer:

D

Diff:

2PageRef:

317

Skill:

Concept

Objective:

11-3

12）Consumersusuallyperceivehigher-pricedproductsas________.

A）notwithinreachofmostpeople

B）havingahigherquality

C）havinghighprofitmargins

D）popularbrands

E）beingintheintroductorystageoftheproductlifecycle

Answer:

B

Diff:

2PageRef:

317

Skill:

Concept

Objective:

11-3

13）MichaelandJohnbothownleatherjacketsandarecurrentlyshoppingfortwonewones.Theybothhavepricesinmindandrefertothemwhenshopping.Thesepricesaretermed________.

A）psychologicalprices

B）referenceprices

C）comparisonprices

D）pricepoints

E）skimmedprices

Answer:

B

Diff:

2PageRef:

319

Skill:

Concept

Objective:

11-3

14）Allofthefollowingaretypicalwaysareferencepricemightbeformedinabuyer'smindEXCEPT________.

A）notingcurrentprices

B）rememberingpastprices

C）assessingthebuyingsituation

D）comparingittoanewproduct

E）influencesfromsellers

Answer:

D

Diff:

2PageRef:

319

Skill:

Concept

Objective:

11-3

15）Whattypeofpricingisbeingusedwhenacompanytemporarilypricesitproductbelowthelistpriceorevenbelowcosttocreatebuyingexcitementandurgency?

A）segmentedpricing

B）psychologicalpricing

C）referentpricing

D）promotionalpricing

E）dynamicpricing

Answer:

D

Dif