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Chapter 11 Pricing Strategies
1) Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and ________. A) market-level pricing B) market-competitive pricing C) market-skimming pricing D) market-price lining E) market-price filling Answer: C Diff: 2
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Skill: Concept Objective: 11-1
2) Of the following, which statement would NOT support a market-skimming policy for a new product?
A) The product's quality and image support its higher price. B) Enough buyers want the products at that price. C) Competitors are not able to undercut the high price. D) Competitors can enter the market easily. E) C and D Answer: D Diff: 3
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Skill: Concept Objective: 11-1
3) A firm is using ________ when it charges a high, premium price for a new product with the intention of reducing the price in the future. A) price skimming B) trial pricing C) value pricing
D) market-penetration pricing
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E) prestige pricing Answer: A Diff: 2
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Skill: Concept Objective: 11-1
4) A marketer must be familiar with the five major product mix pricing situations. Which of the following is NOT one of them? A) product line pricing B) optional-product pricing C) captive-product pricing D) unbundled product pricing E) by-product pricing Answer: D Diff: 3
Page Ref: 313
Skill: Concept Objective: 11-2
5) A challenge for management in product line pricing is to decide on the price steps between the ________. A) various products in a line B) product mixes C) product groupings D) product lines
E) various target markets Answer: A Diff: 2
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Skill: Concept Objective: 11-2
6) HiPoint Telephone Company uses two-part pricing for its long-distance call
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charges. Because this is a service, the price is broken into a fixed rate plus a ________.
A) fixed rate usage B) variable usage rate C) standard usage rate D) market usage rate E) none of the above Answer: B Diff: 1
Page Ref: 315
Skill: Concept Objective: 11-2
7) Which of the following is NOT a price adjustment strategy? A) segmented pricing B) promotional pricing C) free samples D) geographical pricing E) seasonal pricing Answer: C Diff: 2
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Skill: Concept Objective: 11-3
8) Service Industries, Inc., plans to offer a price-adjustment strategy in the near future. They could consider each of the following EXCEPT ________. A) discount and allowance pricing B) segmented pricing C) physiological pricing D) promotional pricing E) location pricing Answer: C
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Diff: 2
Page Ref: 315
Skill: Concept Objective: 11-3
9) A quantity discount is a price reduction to buyers who purchase ________. A) frequently B) large volumes C) close outs
D) inferior merchandise E) superior merchandise Answer: B Diff: 2
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Skill: Concept Objective: 11-3
10) Quantity discounts provide an incentive to the customer to buy ________. A) more products or services from a variety of sellers B) less from another competitor
C) more from one given seller, rather than from many different sources D) more than he or she needs E) bundled merchandise Answer: C Diff: 2
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Skill: Concept Objective: 11-3
11) Which of the following conditions should exist for segmented pricing to be an effective strategy?
A) The market must be able to be segmented.
B) The segments must show different degrees of demand.
C) Competitors can't undersell in the segment being charged the higher price.
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D) All of the above. E) None of the above. Answer: D Diff: 2
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Skill: Concept Objective: 11-3
12) Consumers usually perceive higher-priced products as ________. A) not within reach of most people B) having a higher quality C) having high profit margins D) popular brands
E) being in the introductory stage of the product life cycle Answer: B Diff: 2
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Skill: Concept Objective: 11-3
13) Michael and John both own leather jackets and are currently shopping for two new ones. They both have prices in mind and refer to them when shopping. These prices are termed ________. A) psychological prices B) reference prices C) comparison prices D) price points E) skimmed prices Answer: B Diff: 2
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Skill: Concept Objective: 11-3
科特勒市场营销第十一章知识题与答案解析
