科特勒市场营销第十一章知识题与答案解析.docx

科特勒市场营销第十一章知识题与答案解析.docx

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科特勒市场营销第十一章知识题与答案解析

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

Diff:

1PageRef:

320

Skill:

Concept

Objective:

11-3

16）PromotionalpricingcanhaveallofthefollowingadverseeffectsEXCEPT________.

A）creatingdeal-pronecustomers

B）erodingthebrand'svalueintheeyesofcustomers

C）givingpricingsecretsawaytocompetitors

D）becomingaddictingtoboththecustomerandbusiness

E）instigatingindustrypricewars

Answer:

C

Diff:

2PageRef:

320

Skill:

Concept

Objective:

11-3

17）DurangoChinaCompanychargesallcustomerswithinagivengeographicalareaasingletotalprice.Themoredistantthearea,thehighertheprice.Thisis________.

A）freight-absorptionpricing

B）zonepricing

C）uniform-deliveredpricing

D）FOB-originpricing

E）bulkratepricing

Answer:

B

Diff:

2PageRef:

321

Skill:

Concept

Objective:

11-3

18）WhichofthefollowingistheoppositeofFOB-originpricing?

A）basing-pointpricing

B）freight-absorptionpricing

C）uniform-deliveredpricing

D）freight-absorptionpricing

E）zonepricing

Answer:

C

Diff:

3PageRef:

321

Skill:

Concept

Objective:

11-3

19）Freight-absorptionpricingisusedfor________and________.

A）marketpenetration;higherprofitmargins

B）holdingontoincreasinglycompetitivemarkets;higherprofitmargins

C）marketpenetration;holdingontoincreasinglycompetitivemarkets

D）generatingtemporaryhigherprofits;discouragingcompetitors

E）services;installations

Answer:

C

Diff:

3PageRef:

321

Skill:

Concept

Objective:

11-3

20）WhenacompanychargesthesameratetoshipaproductanywhereintheUnitedStates,itisusingwhichformofgeographicpricing?

A）F.O.B.delivered

B）F.O.B.factory

C）F.O.B.origin

D）uniformdelivered

E）basing-point

Answer:

D

Diff:

1PageRef:

321

Skill:

Concept

Objective:

11-3

21）Whenpricinginternationally,mostcompaniesadjusttheirpricestoreflect________.

A）localmarketconditions

B）costconsiderations

C）locallawsandregulations

D）exchange-ratefluctuations

E）alloftheabove

Answer:

E

Diff:

2PageRef:

323

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

11-3

22）Mostcompaniesthatconductinternationalbusiness________to________.

A）adjusttheirprices;takelocalmarketconditionsintoconsideration

B）usepromotionalpricing;createexcitementinnewmarkets

C）usegeographicalpricing;reducedeliverycosts

D）setauniformprice;maintainaconsistentproductimage

E）initiatepricecuts;compensateforimporttariffsandtaxes

Answer:

A

Diff:

2PageRef:

323

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

11-3

23）Whenacompetitorcutsitsprice,acompanyismostlikelytodecideto________ifitbelievesitwillnotlosemuchmarketshareorwouldlosetoomuchprofitbycuttingitsownprice.

A）reduceitsproductioncosts

B）reduceitsmarketingcosts

C）maintainitscurrentpricesandprofitmargin

D）increaseitsmarketingbudgettoraisetheperceivedvalueoftheproduct

E）increaseitsproductioncoststoimprovethequalityoftheproduct

Answer:

C

Diff:

2PageRef:

326

Skill:

Concept

Objective:

11-4

24）Whenfacedwithacompetitorwhohascutitsproduct'sprice,whichofthefollowingistypicallythemostefficientwayforacompanytomaintainitsownpricebutraisetheperceivedvalueofitsoffer?

A）improvingthequalityoftheproduct

B）introducingahigher-pricedpremiumbrand

C）alteringthecompany'smarketingcommunications

D）bundlingtheofferwithadd-ons

E）distributingtheproductthroughlesscostlychannels

Answer:

C

Diff:

3PageRef:

326

Skill:

Concept

Objective:

11-4

25）TheSherman,Clayton,andRobinson-PatmanActsareallfederallawsthatwereenactedtocurbtheformationof________.

A）monopolies

B）oligopolies

C）competitivemarkets

D）internationalmarkets

E）limitedpartnerships

Answer:

A

Diff:

2PageRef:

327

AACSB:

EthicalReasoning

Skill:

Concept

Objective:

11-4

26）Whensellerssetpricesaftertalkingtocompetitorsandengagingincollusion,theyareinvolvedin________.

A）predatorypricing

B）discriminatorypricing

C）price-fixing

D）skimmingpricing

E）penetrationpricing

Answer:

C

Diff:

2PageRef:

328

AACSB:

EthicalReasoning

Skill:

Concept

Objective:

11-4

27）Pricediscriminationislegalunderwhichofthefollowingconditions?

A）whenamanufacturerandresellerhaveagreeduponaspecifiedretailpriceforaproduct

B）whenamanufacturersellstoretailersindifferentmarkets

C）whenasellercanproveitscostsaredifferentwhensellingtodifferentretailers

D）whenaselleradvertisespricesthatarenotactuallyavailabletoconsumers

E）whenasellerhasnotcommunicatedwithcompetitorsbeforeannouncingprices

Answer:

C

Diff:

3PageRef:

330

AACSB:

EthicalReasoning

Skill:

Concept

Objective:

11-4

28）Mark'sMarkers,amanufacturerofcolormarkers,hasrequireditsdealerstochargeaspecifiedretailpriceforitsmarkers.Mark'sismostli