Chapter 10 Pricing Products: Understanding and Capturing Customer Value
1) Which of the following is an external factor that affects pricing decisions? A) the salaries of production management B) competition
C) the salaries of finance management
D) funds expensed to clean production equipment E) A, B, and C Answer: B Diff: 1 Page Ref: 299 Skill: Concept Objective: 10-4
2) Price setting is usually determined by ________ in large companies. A) top management
B) divisional managers C) product line managers D) pricing departments E) both B and C Answer: E Diff: 2 Page Ref: 300 Skill: Concept Objective: 10-4
3) In industrial markets, ________ typically has the final say in setting the pricing objectives and policies of a company. A) the sales manager B) top management
C) the production manager D) the finance manager E) the pricing department Answer: B Diff: 2 Page Ref: 300 Skill: Concept Objective: 10-4
4) Consumer perceptions of the product's value set the ________ for prices. A) demand curve B) floor C) ceiling
D) variable cost E) image
Answer: C Diff: 2 Page Ref: 291 Skill: Concept Objective: 10-2
5) Product costs set a(n) ________ to a product's price. A) demand curve B) floor C) ceiling
D) break-even cost E) experience curve Answer: B Diff: 2 Page Ref: 291 Skill: Concept Objective: 10-2
6) Which of the following is a customer-oriented approach to pricing? A) value-based pricing B) sealed-bid pricing C) break-even pricing D) target profit pricing E) C and D Answer: A Diff: 2 Page Ref: 291 Skill: Concept Objective: 10-2
7) The relationship between the price charged and the resulting demand level can be shown as the ________. A) demand curve B) variable cost C) target cost
D) break-even pricing E) experience curve Answer: A Diff: 1 Page Ref: 303 Skill: Concept Objective: 10-4
8) In ________, price is considered along with the other marketing mix variables before the marketing program is set.
A) value-based pricing B) cost-based pricing C) variable costs D) price elasticity
E) building the marketing mix Answer: A Diff: 2 Page Ref: 291 Skill: Concept Objective: 10-2
9) Value-based pricing is the reverse process of ________. A) variable cost pricing B) cost-plus pricing C) cost-based pricing D) good-value pricing E) value-added pricing Answer: C Diff: 2 Page Ref: 291 Skill: Concept Objective: 10-2
10) Consumers usually perceive higher-priced products as ________. A) out of reach for most people B) having high quality
C) having high profit margins D) having cost-based prices
E) being in the introductory stage of the product life cycle Answer: B Diff: 3 Page Ref: 303 Skill: Concept Objective: 10-4
11) Fixed costs ________ as the number of units produced increases. A) decrease B) increase
C) divide in half D) remain the same
E) increase at a diminishing rate Answer: D Diff: 2 Page Ref: 295
Skill: Concept Objective: 10-3 12) Costs that do not vary with production or sales level are referred to as ________.
A) fixed costs B) variable costs C) target costs D) total costs E) unit costs Answer: A Diff: 1 Page Ref: 295 Skill: Concept Objective: 10-3
13) Under ________, the market consists of many buyers and sellers who trade over a range of prices rather than a single market price. A) pure competition
B) monopolistic competition C) oligopolistic competition D) pure monopoly E) socialism Answer: B Diff: 2 Page Ref: 302 Skill: Concept Objective: 10-4
14) Under ________, the market consists of a few sellers who are highly sensitive to each other's pricing and marketing strategies. A) pure competition
B) monopolistic competition C) oligopolistic competition D) pure monopoly E) capitalism Answer: C Diff: 2 Page Ref: 302 Skill: Concept Objective: 10-4
15) ________ are the sum of the ________ and ________ for any given level of production.
A) Fixed costs; variable; total costs
B) Fixed costs; total; variable costs C) Variable costs; fixed; total costs D) Total costs; fixed; variable costs E) Break-even costs; fixed; total costs Answer: D Diff: 2 Page Ref: 296 Skill: Concept Objective: 10-3
16) Which of the following statements about break-even analysis is true?
A) It is used to determine how much production experience a company must have to achieve desired efficiencies.
B) It is a technique used to calculate fixed costs.
C) It determines the amount of retained earnings a company will have during an accounting period.
D) It is a technique marketers use to examine the relationship between supply and demand.
E) It is calculated using variable costs, the unit price, and fixed costs. Answer: E Diff: 3 Page Ref: 298 Skill: Concept Objective: 10-3
17) When companies set prices, the government and social concerns are two ________ affecting pricing decisions. A) external factors B) internal factors C) economic conditions D) demand curves
E) temporary influences Answer: A Diff: 1 Page Ref: 305 Skill: Concept Objective: 10-4 18) Amos Zook, an Amish farmer, sells organically grown produce. Often he will trade some of his produce for dairy products produced by other Amish farmers. The sum of the values that others exchange is called a ________. A) price
B) cost-plus price C) dynamic price
科特勒市场营销第十章习题与答案
