Principles of Marketing 15th Global Edition - TB chapter 10

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1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter10Pricing:UnderstandingandCapturingCustomerValue1)________referstotheamountofmoneychargedforaproductorservice.A)ValueB)CostC)PriceD)WageE)SalaryAnswer:CPageRef:290Skill:ConceptObjective:10-1Difficulty:Easy2)________isthe

2、onlyelementinthemarketingmixthatproducesrevenue.A)PriceB)ProductC)PlaceD)FixedcostsE)VariablecostsAnswer:APageRef:290Skill:ConceptObjective:10-1Difficulty:Easy3)Whichofthefollowingistruewithregardtoprice?A)Historically,pricehashadtheleastperceptibleimpactonbuyerchoice.B)Price

3、istheleastflexibleelementinthemarketingmix.C)Unikeproductfeaturesandchannelcommitments,pricescannotbechangedquickly.D)Priceisthesumofallthevaluesthatcustomersgiveuptogainthebenefitsofhavingaproduct.E)Pricesonlyhaveanindirectimpactonafirm'sbottomline.Answer:DPageRef:290Skill:C

4、onceptObjective:10-1Difficulty:Moderate44Copyright©2014PearsonEducation,Inc.4)Whatsetstheceilingforproductprices?A)productmanufacturingcostsB)sellers'perceptionsoftheproduct'svalueC)customerperceptionsoftheproduct'svalueD)variablecostsE)break-evenvolumeAnswer:CPageRef:291Skil

5、l:ConceptObjective:10-2Difficulty:Easy5)Whatsetsthefloorforproductprices?A)consumerperceptionsoftheproduct'svalueB)productcostsC)competitors'strategiesD)advertisingbudgetsE)marketcompetitionAnswer:BPageRef:291Skill:ConceptObjective:10-2Difficulty:Easy6)Effective________pricin

6、ginvolvesunderstandinghowmuchvalueconsumersplaceonthebenefitstheyreceivefromtheproductandsettingapricethatcapturesthatvalue.A)customer-orientedB)cost-basedC)time-basedD)competition-orientedE)marketer-orientedAnswer:APageRef:291Skill:ConceptObjective:10-2Difficulty:Easy7)_____

7、___pricingusesbuyers'perceptionsofvalueasthekeytopricing.A)Customervalue-basedB)Cost-basedC)Time-basedD)MarkupE)TargetreturnAnswer:APageRef:291Skill:ConceptObjective:10-2Difficulty:Easy44Copyright©2014PearsonEducation,Inc.8)Whichofthefollowingistrueofvalue-basedpricing?A)Thet

8、argetedvalueandpricedrivedecisionsaboutwhatcostscanbeincurredandther