科特勒市场营销第十章习题与答案.docx
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科特勒市场营销第十章习题与答案.docx
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科特勒市场营销第十章习题与答案
Chapter10PricingProducts:
UnderstandingandCapturingCustomerValue
1)Whichofthefollowingisanexternalfactorthataffectspricingdecisions?
A)thesalariesofproductionmanagement
B)competition
C)thesalariesoffinancemanagement
D)fundsexpensedtocleanproductionequipment
E)A,B,andC
Answer:
B
Diff:
1PageRef:
299
Skill:
Concept
Objective:
10-4
2)Pricesettingisusuallydeterminedby________inlargecompanies.
A)topmanagement
B)divisionalmanagers
C)productlinemanagers
D)pricingdepartments
E)bothBandC
Answer:
E
Diff:
2PageRef:
300
Skill:
Concept
Objective:
10-4
3)Inindustrialmarkets,________typicallyhasthefinalsayinsettingthepricingobjectivesandpoliciesofacompany.
A)thesalesmanager
B)topmanagement
C)theproductionmanager
D)thefinancemanager
E)thepricingdepartment
Answer:
B
Diff:
2PageRef:
300
Skill:
Concept
Objective:
10-4
4)Consumerperceptionsoftheproduct'svaluesetthe________forprices.
A)demandcurve
B)floor
C)ceiling
D)variablecost
E)image
Answer:
C
Diff:
2PageRef:
291
Skill:
Concept
Objective:
10-2
5)Productcostsseta(n)________toaproduct'sprice.
A)demandcurve
B)floor
C)ceiling
D)break-evencost
E)experiencecurve
Answer:
B
Diff:
2PageRef:
291
Skill:
Concept
Objective:
10-2
6)Whichofthefollowingisacustomer-orientedapproachtopricing?
A)value-basedpricing
B)sealed-bidpricing
C)break-evenpricing
D)targetprofitpricing
E)CandD
Answer:
A
Diff:
2PageRef:
291
Skill:
Concept
Objective:
10-2
7)Therelationshipbetweenthepricechargedandtheresultingdemandlevelcanbeshownasthe________.
A)demandcurve
B)variablecost
C)targetcost
D)break-evenpricing
E)experiencecurve
Answer:
A
Diff:
1PageRef:
303
Skill:
Concept
Objective:
10-4
8)In________,priceisconsideredalongwiththeothermarketingmixvariablesbeforethemarketingprogramisset.
A)value-basedpricing
B)cost-basedpricing
C)variablecosts
D)priceelasticity
E)buildingthemarketingmix
Answer:
A
Diff:
2PageRef:
291
Skill:
Concept
Objective:
10-2
9)Value-basedpricingisthereverseprocessof________.
A)variablecostpricing
B)cost-pluspricing
C)cost-basedpricing
D)good-valuepricing
E)value-addedpricing
Answer:
C
Diff:
2PageRef:
291
Skill:
Concept
Objective:
10-2
10)Consumersusuallyperceivehigher-pricedproductsas________.
A)outofreachformostpeople
B)havinghighquality
C)havinghighprofitmargins
D)havingcost-basedprices
E)beingintheintroductorystageoftheproductlifecycle
Answer:
B
Diff:
3PageRef:
303
Skill:
Concept
Objective:
10-4
11)Fixedcosts________asthenumberofunitsproducedincreases.
A)decrease
B)increase
C)divideinhalf
D)remainthesame
E)increaseatadiminishingrate
Answer:
D
Diff:
2PageRef:
295
Skill:
Concept
Objective:
10-3
12)Coststhatdonotvarywithproductionorsaleslevelarereferredtoas________.
A)fixedcosts
B)variablecosts
C)targetcosts
D)totalcosts
E)unitcosts
Answer:
A
Diff:
1PageRef:
295
Skill:
Concept
Objective:
10-3
13)Under________,themarketconsistsofmanybuyersandsellerswhotradeoverarangeofpricesratherthanasinglemarketprice.
A)purecompetition
B)monopolisticcompetition
C)oligopolisticcompetition
D)puremonopoly
E)socialism
Answer:
B
Diff:
2PageRef:
302
Skill:
Concept
Objective:
10-4
14)Under________,themarketconsistsofafewsellerswhoarehighlysensitivetoeachother'spricingandmarketingstrategies.
A)purecompetition
B)monopolisticcompetition
C)oligopolisticcompetition
D)puremonopoly
E)capitalism
Answer:
C
Diff:
2PageRef:
302
Skill:
Concept
Objective:
10-4
15)________arethesumofthe________and________foranygivenlevelofproduction.
A)Fixedcosts;variable;totalcosts
B)Fixedcosts;total;variablecosts
C)Variablecosts;fixed;totalcosts
D)Totalcosts;fixed;variablecosts
E)Break-evencosts;fixed;totalcosts
Answer:
D
Diff:
2PageRef:
296
Skill:
Concept
Objective:
10-3
16)Whichofthefollowingstatementsaboutbreak-evenanalysisistrue?
A)Itisusedtodeterminehowmuchproductionexperienceacompanymusthavetoachievedesiredefficiencies.
B)Itisatechniqueusedtocalculatefixedcosts.
C)Itdeterminestheamountofretainedearningsacompanywillhaveduringanaccountingperiod.
D)Itisatechniquemarketersusetoexaminetherelationshipbetweensupplyanddemand.
E)Itiscalculatedusingvariablecosts,theunitprice,andfixedcosts.
Answer:
E
Diff:
3PageRef:
298
Skill:
Concept
Objective:
10-3
17)Whencompaniessetprices,thegovernmentandsocialconcernsaretwo________affectingpricingdecisions.
A)externalfactors
B)internalfactors
C)economicconditions
D)demandcurves
E)temporaryinfluences
Answer:
A
Diff:
1PageRef:
305
Skill:
Concept
Objective:
10-4
18)AmosZook,anAmishfarmer,sellsorganicallygrownproduce.OftenhewilltradesomeofhisproducefordairyproductsproducedbyotherAmishfarmers.Thesumofthevaluesthatothersexchangeiscalleda________.
A)price
B)cost-plusprice
C)dynamicprice
D)commonvalueprice
E)penetrationprice
Answer:
A
Diff:
1PageRef:
290
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
10-1
19)TraderJoe'soffersanassortmentofexclusivegourmetproductsatimpossiblylowprices.Thesepricesarenotlimited-timeoffersorspecialdiscounts.Instead,theyreflectTraderJoe's________strategy.
A)everydaylowpricing
B)cost-pluspricing
C)dynamicpricing
D)value-basedpricing
E)cost-basedpricing
Answer:
A
Diff:
2PageRef:
293
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
10-2
20)Amanufactureristryingtodetermineitsbreak-evenvolume.Withfixedcostsof$100,000,avariablecostof$10,andexpectedsalesof50,000units,whatshouldthemanufacturer'sunitcostbetobreakeven?
A)$10
B)$12
C)$16
D)$20
E)noneoftheabove
Answer:
B
Diff:
3PageRef:
298
AACSB:
AnalyticSkills
Skill:
Application
Objective:
10-3
21)Asamanufacturerdecreasesprice,________volumeincreases.
A)target
B)break-even
C)cost-pluspricing
D)totalcost
E)sales
Answer:
B
Diff:
3PageRef:
299
AACSB:
AnalyticSkills
Skill:
Application
Objective:
10-3
22)P&Gsurveyedthemarketandidentifiedanunservedsegmentofelectrictoothbrushmarket.Usingtheseresults,theycreatedSpinbrush.Theunorthodoxorderofthismarketingmixdecisionisanexampleof________.
A)competition-basedpricing
B)cost-pluspricing
C)targetcosting
D)value-basedpricing
E)penetrationpricing
Answer:
C
Diff:
2PageRef:
300
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
10-4
23)PoolPakproducesclimate-controlsystemsforlargeswimmingpools.Thecompany'scustomersaremoreconcernedaboutservicesupportformaintainingasystemthanitsinitialprice.PoolPakmayusethisknowledgetobecomemorecompetitivethrough________.
A)targetcosting
B)valuepricing
C)cost-pluspricing
D)anonpriceposition
E)skimmingpricing
Answer:
D
Diff:
2PageRef:
300
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
10-3
24)Bypledgingtobealeaderinprovidingclean,renewableenergysourcesanddevelopingproductsandservicesthathelpconsumersprotecttheenvironment,GreenMountainPowercompetessuccessfullyagainst"cheaper"brandsthatfocusonmoreprice-sensitiveconsumers.GreenMountainPowerhasthefirmbeliefthatevenkilowatt-hourscanbe________.
A)cost-pluspriced
B)ademandcurve
C)differentiated
D)value-basedpriced
E)noneoftheabove
Answer:
C
Diff:
3PageRef:
300
AACSB:
AnalyticSkills
Skill:
Application
Objective:
10-4
25)InVindelMar,Chile,thereareadozenstoresspecializinginsellingthesamequalityofseafoodproductsononestreet.Anindividualstoredarenotchargemorethanthegoingpricewithouttheriskoflosingbusinesstotheotherstoresthataresellingthefishatacommonprice.Thisisanexampleofwhattypeofmarket?
A)purecompetition
B)monopolisticcompetition
C)oligopolisticcompetition
D)puremonopoly
E)socialist
Answer:
A
Diff:
2PageRef:
302
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
10-4
26)AscotTireshasdecidedtodecreaseitsprices.Thecompanycanexpectthat________fortheirproductwillincrease.
A)cost-pluspricing
B)value-basedpricing
C)demand
D)theexperiencecurve
E)competition
Answer:
C
Diff:
1PageRef:
303
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
10-4
27)IfCanonCameraCompanyfollowsahigh-price,high-marginstrategy,whatwillcompetitorssuchasNikon,Minolta,andPentaxmostlikelydo?
A)Theywillgooutofbusiness.
B)TheywillwanttocompeteagainstCanon.
C)Theywilladvertiseless.
D)Theywillbundletheirproducts.
E)noneoftheabove
Answer:
B
Diff:
2PageRef:
304
AACSB:
AnalyticSkills
Skill:
Application
Objective:
10-4
28)IfCanonCameraCompanyfollowsalow-price,low-marginstrategyforaproduct,whatwillcompetitorsmostlikelydo?
A)Theywillnotbeabletocompeteormayleavethemarket.
B)TheywillwanttocompeteagainstCanon.
C)Theywilladvertiseless.
D)Theywilladvertisemore.
E)noneoftheabove
Answer:
A
Diff:
3PageRef:
304
AACSB:
AnalyticSkills
Skill:
Application
Objective:
10-4
29)Whenfacedwithpricecompetitioncuttingpricesisoftennotthebestanswer.
Answer:
TRUE
Diff:
2PageRef:
293
AACSB:
AnalyticSkills
Skill:
Application
Objective:
10-1
30)Consumerswillbasetheirjudgmentsofaproduct'svalueonthepricesthatcompetitorschargeforsimilarproducts.
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