0133850730_tb chapter 10

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1、PrinciplesofMarketing,16e(Kotler)Chapter10Pricing:UnderstandingandCapturingCustomerValue1)________referstotheamountofmoneychargedforaproductorservice.A)ValueB)CostC)PriceD)WageE)SalaryAnswer:CSkill:ConceptObjective:LO10.1:Answerthequestion"Whatisaprice?"anddiscuss

2、theimportanceofpricingintoday'sfast-changingenvironment.Difficulty:Easy2)________istheonlyelementinthemarketingmixthatproducesrevenue.A)PriceB)ProductC)PlaceD)FixedcostsE)VariablecostsAnswer:ASkill:ConceptObjective:LO10.1:Answerthequestion"Whatisaprice?"anddiscuss

3、theimportanceofpricingintoday'sfast-changingenvironment.Difficulty:Easy3)Whichofthefollowingistruewithregardtoprice?A)Historically,pricehashadtheleastperceptibleimpactonbuyerchoice.B)Priceistheleastflexibleelementinthemarketingmix.C)Unlikeproductfeaturesandchannel

4、commitments,pricescannotbechangedquickly.D)Priceisthesumofallthevaluesthatcustomersgiveuptogainthebenefitsofhavingaproduct.E)Pricesonlyhaveanindirectimpactonafirm'sbottomline.Answer:DAACSB:AnalyticalthinkingSkill:ConceptObjective:LO10.1:Answerthequestion"Whatisapr

5、ice?"anddiscusstheimportanceofpricingintoday'sfast-changingenvironment.Difficulty:Moderate47Copyright©2016PearsonEducation,Inc.4)Priceshaveadirectimpactonafirm'sbottomline.Answer:TRUEAACSB:ApplicationofknowledgeSkill:ConceptObjective:LO10.1:Answerthequestion"Whati

6、saprice?"anddiscusstheimportanceofpricingintoday'sfast-changingenvironment.Difficulty:Easy5)Listsomeimportantcharacteristicsofprice.Answer:Priceistheonlyelementinthemarketingmixthatproducesrevenue;allotherelementsrepresentcosts.Priceisalsooneofthemostflexiblemarke

7、tingmixelements.Unlikeproductfeaturesandchannelcommitments,pricescanbechangedquickly.AACSB:Applicationofknowledge;WrittenandoralcommunicationSkill:ConceptObjective:LO10.1:Answerthequestion"Whatisaprice?"anddiscusstheimportanceofpricingintoday'sfast-changingenviron

8、ment.Difficulty:Moderate6)Whyispriceconsideredoneofthemostflexibleelementsofthemarketingmix?Answer:Unlikeproductfeaturesandchannelcommitments,pricescanb