0133850730_tb chapter 11

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1、PrinciplesofMarketing,16e(Kotler)Chapter11PricingStrategies:AdditionalConsiderations1)Companiessetnotasingleprice,butapricing________thatcoversdifferentitemsinitslineandchangesovertimeasproductsmovethroughtheirlifecycles.A)by-productB)structureC)loopD)cycleE)bundleAnswer:BAACSB:Analyticalthin

2、kingSkill:ConceptObjective:LO11.1:Describethemajorstrategiesforpricingnewproducts.Difficulty:Easy2)Companiesfacingthechallengeofsettingpricesforthefirsttimecanchoosebetweentwobroadstrategies:market-penetrationpricingand________pricing.A)comparativeB)competitiveC)market-skimmingD)market-segmen

3、tationE)cost-plusAnswer:CAACSB:AnalyticalthinkingSkill:ConceptObjective:LO11.1:Describethemajorstrategiesforpricingnewproducts.Difficulty:Easy3)Amarket-skimmingpricingstrategyshouldNOTbeusedforanewproductwhen________.A)theproduct'squalityandimagesupportitshigherpriceB)enoughbuyerswanttheprodu

4、ctsatthatpriceC)competitorsareunabletoenterthemarketD)competitorscanundercutpriceseasilyE)producingasmallernumberofgoodsisfeasibleAnswer:DAACSB:ApplicationofknowledgeSkill:ConceptObjective:LO11.1:Describethemajorstrategiesforpricingnewproducts.Difficulty:Easy45Copyright©2016PearsonEducation,I

5、nc.4)Whenacompanysetsahighpriceforanewproductwiththeintentionofreducingthepriceinthefuture,itisusingthe________pricingstrategy.A)market-skimmingB)cost-plusC)market-segmentationD)market-penetrationE)competitiveAnswer:AAACSB:ApplicationofknowledgeSkill:ConceptObjective:LO11.1:Describethemajorst

6、rategiesforpricingnewproducts.Difficulty:Easy5)MidnightMagic,aperfumemanufacturingcompany,planstoreleaseanewfragranceduringtheholidayseasonat$99perbottle.Thecompanyintendstobringthepricedownto$49withinsixmonthsofitsreleasetoattractbuyerswhocouldn'taffordtheinitialprice.Whichofthefollowingpric

7、ingstrategiesisMidnightMagicusing?A)market-penetrationpricingB)market-skimmingpricingC)competitivepricingD)cost-pluspricingE)product-linepricingAnswer:BAACSB:ApplicationofknowledgeSkill:ApplicationObjective:LO11.1:Describethemajorstrategiesfo