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