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1、Chapter 14: Developing Pricing Strategies and ProgramsGENERAL CONCEPT QUESTIONSMultiple Choice 1._ communicates to the market the companys intended value positioning of its product or brand. a. Packaging b. Pricec. Placed.Promotione. Physical evidence Answer: bPage: 431 Level of difficulty: Easy2.Pr
2、ice has operated as the major determinant of buyer choice among poorer nations, among poorer groups, and with _ products. a.identical b.over the Internet c. modity-type e.none of the above Answer: dPage: 432 Level of difficulty: Medium3.Companies price their products in a number of ways. Small compa
3、nies prices are set by the boss, in larger companies, pricing is handled by division and product-line managers. In industries where price is a key factor, companies often establish a _ department reporting to other internal departments. a.financial b.pricingc.sales d.marketing e.distribution Answer:
4、 bPage: 433 Level of difficulty: Easy4.Executives often complain that pricing is a big headache. One of the common mistakes made are: Price is not revised often enough to capitalize on market changes; price is set _ of the rest of the marketing mix rather than an intrinsic element of a marketing-pos
5、itioning strategy. a.divergently b.too highc. intrinsically d. independentlye. concurrently Answer: dPages: 433434 Level of difficulty: Medium5.“Power prices” use price as a key strategic tool. These “power pricers” have discovered the highly _ effect of price on the bottom line. a.dramatic b.abrasi
6、ve c.leveraged d.direct e. soothing Answer: cPage: 434 Level of difficulty: Medium6.Purchase decisions are based on how consumers perceive prices and what they consider to be the _ pricenot the marketers stated price. a.current actual b.last purchased pricec.current sale priced.referent price e. non
7、e of the above Answer: aPage 434 Level of difficulty: Medium7.The definition of _ prices is: In considering an observed price, consumers often compare it to an internal memory reference price or an external frame of reference (such as a posted “regular retail price”). a.historical b.reference c.prom
8、otional d. everyday low pricee. none of the aboveAnswer: bPage: 434 Level of difficulty: Hard8. Many consumers use price as an indicator of _. Image pricing is especially effective with ego-sensitive products such as perfumes and expensive cars. a. status b. qualityc.ability d.capabilitye. sizeAnswe
9、r: b Page: 435 Level of difficulty: Easy9.Pricing cues, such as sale signs and prices that end in a 9, become less effective the more they are employed. Anderson and Simester maintain that they must be used judiciously on those items where consumers price knowledge may be poor. Which of the followin
10、g is NOT one of these signs? a. Quality or sizes vary across stores.b.Product designs vary over time.c.The store caters to low-involvement shoppers.d.Customers are new.e.Customers purchase the item infrequently. Answer: cPage: 437 Level of difficulty: Hard10.A firm must set a price for the first tim
11、e when it develops a new product, when it introduces its regular product into a new distribution channel or geographical area, and when it _. a.needs to increase bottom line resultsb.raises prices due to cost escalation c.rolls out an improved productd. enters bids on new contract worke.changes styl
12、esAnswer: dPage: 436 Level of difficulty: Medium11. Consumers often rank brands according to price tiers in a category. Within any tier, there is a range of acceptable prices, called _. These provide managers with some indication of the flexibility and breadth they can adopt in pricing their brands
13、within a particular price tier. a.price bandsb.price clustersc.price groups d.price cuese. none of the above Answer: a Page: 437 Level of difficulty: Medium12. A firm has to consider many factors in setting its pricing policy. We list these as a six-step process. Which of the following is NOT one of
14、 these steps? a.Determining demand.b.Selecting the pricing objective.c. Researching reference prices in the target market.d.Selecting the final price. e.Selecting a pricing method. Answer: cPage: 437Level of difficulty: Hard13. A firm first decides where it wants to position its market offering. A company can pursue any of five major objectives through pricing. Which of the following is NOT one of these objectives? a. Predatory pricing b.Survivalc.Maximum current profitd.Maximum market share
