科特勒市场营销第十一章习题与答案.doc
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科特勒市场营销第十一章习题与答案.doc
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Chapter11PricingStrategies
1)Companiesfacingthechallengeofsettingpricesforthefirsttimecanchoosebetweentwobroadstrategies:
market-penetrationpricingand________.
A)market-levelpricing
B)market-competitivepricing
C)market-skimmingpricing
D)market-pricelining
E)market-pricefilling
Answer:
C
Diff:
2 PageRef:
312
Skill:
Concept
Objective:
11-1
2)Ofthefollowing,whichstatementwouldNOTsupportamarket-skimmingpolicyforanewproduct?
A)Theproduct'squalityandimagesupportitshigherprice.
B)Enoughbuyerswanttheproductsatthatprice.
C)Competitorsarenotabletoundercutthehighprice.
D)Competitorscanenterthemarketeasily.
E)CandD
Answer:
D
Diff:
3 PageRef:
312
Skill:
Concept
Objective:
11-1
3)Afirmisusing________whenitchargesahigh,premiumpriceforanewproductwiththeintentionofreducingthepriceinthefuture.
A)priceskimming
B)trialpricing
C)valuepricing
D)market-penetrationpricing
E)prestigepricing
Answer:
A
Diff:
2 PageRef:
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:
3 PageRef:
313
Skill:
Concept
Objective:
11-2
5)Achallengeformanagementinproductlinepricingistodecideonthepricestepsbetweenthe________.
A)variousproductsinaline
B)productmixes
C)productgroupings
D)productlines
E)varioustargetmarkets
Answer:
A
Diff:
2 PageRef:
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:
1 PageRef:
315
Skill:
Concept
Objective:
11-2
7)WhichofthefollowingisNOTapriceadjustmentstrategy?
A)segmentedpricing
B)promotionalpricing
C)freesamples
D)geographicalpricing
E)seasonalpricing
Answer:
C
Diff:
2 PageRef:
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:
2 PageRef:
315
Skill:
Concept
Objective:
11-3
9)Aquantitydiscountisapricereductiontobuyerswhopurchase________.
A)frequently
B)largevolumes
C)closeouts
D)inferiormerchandise
E)superiormerchandise
Answer:
B
Diff:
2 PageRef:
316
Skill:
Concept
Objective:
11-3
10)Quantitydiscountsprovideanincentivetothecustomertobuy________.
A)moreproductsorservicesfromavarietyofsellers
B)lessfromanothercompetitor
C)morefromonegivenseller,ratherthanfrommanydifferentsources
D)morethanheorsheneeds
E)bundledmerchandise
Answer:
C
Diff:
2 PageRef:
316
Skill:
Concept
Objective:
11-3
11)Whichofthefollowingconditionsshouldexistforsegmentedpricingtobeaneffectivestrategy?
A)Themarketmustbeabletobesegmented.
B)Thesegmentsmustshowdifferentdegreesofdemand.
C)Competitorscan'tundersellinthesegmentbeingchargedthehigherprice.
D)Alloftheabove.
E)Noneoftheabove.
Answer:
D
Diff:
2 PageRef:
317
Skill:
Concept
Objective:
11-3
12)Consumersusuallyperceivehigher-pricedproductsas________.
A)notwithinreachofmostpeople
B)havingahigherquality
C)havinghighprofitmargins
D)popularbrands
E)beingintheintroductorystageoftheproductlifecycle
Answer:
B
Diff:
2 PageRef:
317
Skill:
Concept
Objective:
11-3
13)MichaelandJohnbothownleatherjacketsandarecurrentlyshoppingfortwonewones.Theybothhavepricesinmindandrefertothemwhenshopping.Thesepricesaretermed________.
A)psychologicalprices
B)referenceprices
C)comparisonprices
D)pricepoints
E)skimmedprices
Answer:
B
Diff:
2 PageRef:
319
Skill:
Concept
Objective:
11-3
14)Allofthefollowingaretypicalwaysareferencepricemightbeformedinabuyer'smindEXCEPT________.
A)notingcurrentprices
B)rememberingpastprices
C)assessingthebuyingsituation
D)comparingittoanewproduct
E)influencesfromsellers
Answer:
D
Diff:
2 PageRef:
319
Skill:
Concept
Objective:
11-3
15)Whattypeofpricingisbeingusedwhenacompanytemporarilypricesitproductbelowthelistpriceorevenbelowcosttocreatebuyingexcitementandurgency?
A)segmentedpricing
B)psychologicalpricing
C)referentpricing
D)promotionalpricing
E)dy
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