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1、Chapter 12 Pricing Strategies2. A company sets not a single price, but rather a _ that covers different items in its line that change over time as products move through their life cycles. a. pricing range b. pricing structure c. pricing loop d. pricing cycle (b; Moderate) 4. Valeo Fashions has just
2、introduced a new line of fashion dresses for teens. They will enter the market initially at high prices in a _ pricing strategy. a. market-penetration b. market-skimming c. competitive market d. psychological (b; Moderate) 5. Which of the following does not support a market-skimming policy for a new
3、 product? a. The products quality and image must support its higher price. b. Enough buyers must want the products at that price. c. Competitors should not be able to undercut the high price. d. Competitors should be allowed to enter the market easily. (d; Challenging) 7. All of the following condit
4、ions support market-penetration pricing except one. a. The market must be highly price sensitive. b. Production and distribution costs must fall as sales volume increase. c. The products quality and image must support the price. d. The low p (c; Challenging)10. A marketer must be familiar with the f
5、ive 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 (d; Moderate)12. When Circuit Town Electronics sets their televisions at three price levels of $699, $899,
6、and $1099, it is using _. a. price points b. tier-level pricing c. market-penetration pricing d. none of the above (a; Easy) 13. When using price points, the seller must establish perceived _ that support the price differences. a. nonprice competition b. quality differences c. service levels associa
7、ted with each d. all of the above (b; Challenging) 15. When Kodak sets the general price range of its cameras low and its related film high it is practicing _. a. market-penetration pricing b. market-skimming pricing c. product line pricing d. captive-product pricing (d; Challenging) 17. When amusem
8、ent parks and movie theaters charge admission plus fees for food and other attractions, they are following a(n) _ pricing strategy. a. by-product b. optional-product c. captive-product d. skimming (c; Challenging)22. Upon what is product bundle pricing based? Sellers can combine several products and
9、 offer the bundle _. a. as a working unit b. at a reduced price c. as a complete self-service package d. any of the above (b; Moderate) 29. Walsh Supply Company wants to improve its cash situation, reduce bad debts, and reduce credit-collection costs. Management might consider this form of pricing.
10、a. by-product b. inflation-adjusted c. discount and allowance d. captive-product (c; Challenging)31. Why do companies offer functional discounts to channel members? It is because they _. a. perform certain marketing functions b. perform certain jobs that save them money c. function better as reselle
11、rs d. none of the above (a; Moderate) 36. By definition, this type of pricing is used when a firm sells a product or service at two or more prices, even though the difference in prices is not based on differences in cost. a. segmented pricing b. variable pricing c. flexible pricing d. cost-plus pric
12、ing (a; Moderate) 37. The New Age Art Gallery has three admission prices for students, adults, and seniors. All three groups are entitled to the same services. This form of pricing is called _. a. time pricing b. location pricing c. customer-segmented pricing d. revenue management pricing (c; Challe
13、nging) 42. Which of the following conditions should exist for segmented pricing to be an effective strategy? a. The market must be segmentable. b. The segments must show different degrees of demand. c. Competitors cant undersell in the segment being charged the higher price. d. All of the above (d;
14、Challenging) 51. Although it actually does not reduce the price of an item, some manufacturers offer one of these to “reduce the consumers price.” a. longer warranties b. free maintenance c. low-interest financing d. all of the above (d; Moderate) 52. Promotional pricing can have adverse effects. Wh
15、ich of these is not one of them? a. create deal-prone customers b. erode the brands value in the eyes of customers c. give pricing secrets away to competitors d. become addicting to both the customer and business (c; Challenging) 58. Meldanado Equipment Company charges all customers within a given geographical area a single total pricethe more distant the area, the higher the price. What is it called? a. geographical b. zone c. uniform-delivered d. FOB-origin (b; Moderate) 61. Freight-absorption pricing is used for _ and _
