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科特勒市场营销第十一章习题及.doc

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科特勒市场营销第十一章习题及.doc

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文档介绍:该【科特勒市场营销第十一章习题及 】是由【春天资料屋】上传分享,文档一共【18】页,该文档可以免费在线阅读,需要了解更多关于【科特勒市场营销第十一章习题及 】的内容,可以使用淘豆网的站内搜索功能,选择自己适合的文档,以下文字是截取该文章内的部分文字,如需要获得完整电子版,请下载此文档到您的设备,方便您编辑和打印。Chapter11PricingStrategies
1)Companiesfacingthechallengeofsettingpricesforthefirsttimecanchoose
betweentwobroadstrategies:market-penetrationpricingand________.
market-levelpricing
market-competitivepricing
market-skimmingpricing
market-pricelining
market-pricefillingAnswer:C
Diff:2PageRef:312
Skill:Concept
Objective:11-1
Ofthefollowing,whichstatementwouldNOTsupportamarket-skimmingpolicyforanewproduct
A)Theproduct')Enoughbuyerswanttheproductsatthatprice.
C))Competitorscanenterthemarketeasily.
E)CandDAnswer:D
Diff:3PageRef:312
Skill:Concept
Objective:11-1
3)Afirmisusing________whenitchargesahigh,premiumpriceforanewproduct
withtheintentionofreducingthepriceinthefuture.
priceskimming
trialpricing
valuepricing
market-penetrationpricing
prestigepricing
Answer:A
Diff:2PageRef:312
Skill:Concept
Objective:11-1
4)
productlinepricing
optional-productpricing
captive-productpricing
unbundledproductpricing
by-productpricingAnswer:D
Diff:3PageRef:313
Skill:Concept
Objective:11-2
Achallengeformanagementinproductlinepricingistodecideonthepricestepsbetweenthe________.
A)variousproductsinaline
productmixes
productgroupings
productlines
varioustargetmarketsAnswer:A
Diff:2PageRef:313
Skill:Concept
Objective:11-2
HiPointTelephoneCompanyusestwo-partpricingforitslong-,thepriceisbrokenintoafixedrateplusa
________.
A)fixedrateusageB)variableusagerateC)standardusagerateD)marketusagerateE)noneoftheaboveAnswer:B
Diff:1PageRef:315
Skill:Concept
Objective:11-2
WhichofthefollowingisNOTapriceadjustmentstrategyA)segmentedpricing
B)promotionalpricingC)freesamples
geographicalpricing
seasonalpricingAnswer:C
Diff:2PageRef:315
Skill:Concept
Objective:11-3
8)ServiceIndustries,Inc.,planstoofferaprice-.
discountandallowancepricing
segmentedpricing
physiologicalpricing
promotionalpricing
locationpricing
Answer:C
Diff:2PageRef:315
Skill:Concept
Objective:11-3
)frequently
B)largevolumesC)closeouts
D)inferiormerchandiseE)superiormerchandiseAnswer:B
Diff:2
Skill:Concept
Objective:11-3

PageRef:316
)moreproductsorservicesfromavarietyofsellers
B)lessfromanothercompetitor
C)morefromonegivenseller,ratherthanfrommanydifferentsourcesD)morethanheorsheneeds
E)bundledmerchandiseAnswer:C
Diff:2PageRef:316
Skill:Concept
Objective:11-3
11)Whichofthefollowingconditionsshouldexistforsegmentedpricingto
effectivestrategy

bean
Themarketmustbeabletobesegmented.
Thesegmentsmustshowdifferentdegreesofdemand.
Competitorscan'tundersellinthesegmentbeingchargedthehigherprice.
Alloftheabove.
Noneoftheabove.
Answer:D
Diff:2PageRef:317
Skill:Concept
Objective:11-3
Consumersusuallyperceivehigher-)notwithinreachofmostpeople
B)havingahigherqualityC)havinghighprofitmarginsD)popularbrands
E)beingintheintroductorystageoftheproductlifecycleAnswer:B
Diff:2PageRef:317
Skill:Concept
Objective:11-3
13)MichaelandJohnbothownleatherjacketsandarecurrentlyshoppingfortwo
.
psychologicalprices
referenceprices
comparisonprices
pricepoints
skimmedpricesAnswer:B
Diff:2PageRef:319
Skill:Concept
Objective:11-3
14)Allofthefollowingaretypicalwaysareferencepricemightbeformedina
buyer'smindEXCEPT________.
notingcurrentprices
rememberingpastprices
assessingthebuyingsituation
comparingittoanewproduct
influencesfromsellers
Answer:D
Diff:2PageRef:319
Skill:Concept
Objective:11-3
15)Whattypeofpricingisbeingusedwhenacompanytemporarilypricesitproductbelowthelistpriceorevenbelowcosttocreatebuyingexcitementandurgency
segmentedpricing
psychologicalpricing
referentpricing
promotionalpricing
dynamicpricing
Answer:D
Diff:1PageRef:320
Skill:Concept
Objective:11-3
PromotionalpricingcanhaveallofthefollowingadverseeffectsEXCEPT
________.
creatingdeal-pronecustomers
erodingthebrand'svalueintheeyesofcustomers
givingpricingsecretsawaytocompetitors
becomingaddictingtoboththecustomerandbusiness
instigatingindustrypricewars
Answer:C
Diff:2PageRef:320
Skill:Concept
Objective:11-3
,
________.
A)freight-absorptionpricingB)zonepricing
C)uniform-deliveredpricingD)FOB-originpricing
E)bulkratepricingAnswer:B
Diff:2PageRef:321
Skill:Concept
Objective:11-3
WhichofthefollowingistheoppositeofFOB-originpricingA)basing-pointpricing
B)freight-absorptionpricing
uniform-deliveredpricing
freight-absorptionpricing
zonepricing
Answer:C
Diff:3PageRef:321
Skill:Concept
Objective:11-3
Freight-)marketpenetration;higherprofitmargins
B)holdingontoincreasinglycompetitivemarkets;higherprofitmarginsC)marketpenetration;holdingontoincreasinglycompetitivemarketsD)generatingtemporaryhigherprofits;discouragingcompetitors
E)services;installationsAnswer:C
Diff:3PageRef:321
Skill:Concept
Objective:11-3
WhenacompanychargesthesameratetoshipaproductanywhereintheUnitedStates,itisusingwhichformofgeographicpricing
A)deliveredB)factoryC)origin
D)uniformdeliveredE)basing-point

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